Hot off the release of Facebook Instant Articles, a feature that allows certain pieces of news feed content to load incredibly quickly, Facebook is already looking to its next big cash cow — instant ads. What’s one of the biggest issues that consumers have with mobile ads? They’re intrusive or disruptive. Facebook’s “ad canvas”, which is essentially the ad version of Instant Articles, solves this issue by having ads load instantly. This is great news for consumers and even better news for advertisers.
The key to Facebook’s ad canvas is that it keeps all of the content within Facebook. Tapping an ad will pull up the content without redirecting a user to an outside source, which is a slow and tedious experience. It’s no secret that many mobile ads are clicked by mistake. A mistaken click followed by a long interruption of content while an ad loads can be a very frustrating experience for users. Ads using Facebook’s ad canvas will load so quickly that this frustration is alleviated. A user can easily ‘x’ out of the content without missing a beat. Plus, if there’s no loading time then it’s far more likely that the user will be served with a legitimate ad impression, which could lead to conversions.
Not only are the ads less intrusive, but the content is also better. Facebook is providing a great platform for the native ads by allowing brands to utilize slick features like swiping through various images and seeing animations. The ads are very interactive and reward a user for staying within the ad space. These new instant ads combined with Facebook’s new, native ‘buy’ buttons for brands will make it easier than ever for a user to click an ad and immediately make a purchase — all without ever leaving the main Facebook page. And let’s not forget that Facebook will be rolling out a new shopping-specific news feed, which means that Facebook is going to be extremely friendly to ads and brands in the very near future.
Facebook’s goal is to keep everyone on its site without any redirection. It’s new Instant Articles and now instant ads are both clever ways of improving the user experience while also improving the ad and shopping experience. Check out the full write-up in the article below!
Read the full article here: Instant Ads (Not Articles) Could Be Facebook’s Next Big Mobile Money-Maker