Facebook is updating its collection ad format with so-called “lifestyle templates,” for brands to bring their print catalogs to life on mobile.
Facebook launched its ‘shoppable’ collection ad format earlier this year, as a way for brands to boost their e-commerce sales on mobile, by making the mobile experience as seamless as possible. It offers marketers “better ways to visually inspire mobile shoppers,” and to help them “tell a more visual story,” by combining a single image or video placed above product images. The format is great for brands who want to showcase many complimentary products, or an entire category of products displayed below a video or image that grabs people’s attention.
The update introduced this week, provides marketers with a new option – lifestyle templates. The new option allows brands to make their collection look more like a showcase of products rather than a product gallery. With the new option, brands can even include a map of a physical store nearby.
As usual, the ad is full-screen and mobile-only of course, and brands can combine multiple full-width images, carousels and text. Product listings have a price, product name, and even their own CTA. Products are taggable within each template, and Facebook will show viewers a white dot on the products that are tagged and they are able to buy.
Lifestyle templates are currently only available for some brands but reports suggest it will be more widely available to all, from October.