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First Look: Facebook Starts Testing Immersive Mobile Ads

Gatorade, Mr Porter, Michael Kors and Carrefour are trying out the new format, which enables the creation of full-screen interactive experiences within the Facebook mobile app.

Martin Beck on September 3, 2015 at 2:46 pm

After teasing the concept to creatives as Cannes Lions in June, Facebook today started testing a new immersive mobile advertising format.

The ads look like normal sponsored posts in the News Feed, but when tapped, they open full screen and allow the viewer to flip and scroll through text, photos, videos and other content. It’s like an alternate version of a brand’s website but will load more quickly and be more interactive because the content is native to Facebook. The idea is very similar to the Instant Article format Facebook offering to publishers, except instead of editorial content, ads will be served.

“We look forward to seeing how marketers use this surface to create compelling experiences for people and drive key objectives, including brand affinity and direct response,” Kelly Graziadei, Facebook’s director of ads product marketing, said in an emailed release.

Facebook is testing the format with Gatorade, accessories brand Michael Kors, online retailer Mr Porter and French retailer Carrefour. For now, the ads will only appear on Facebook’s iPhone and iPad apps.

Facebook provided two videos to show what the Mr Porter and Gatorade ads look like.

Mr Porter

Gatorade

Gatorade’s New Facebook Mobile Ad
Tap to open and exit onto the streets of Brooklyn to experience Gatorade’s, "Serena Williams – 21 Slams in 21 Styles". Using Facebook’s new mobile ad format, Gatorade created an immersive experience that allows users to interact with and travel through Serena Williams' journey to history.
Posted by Gatorade on Thursday, September 3, 2015