Dive Brief:
- Facebook carousel ads, which display multiple images and include call-to-action buttons such as “shop now,” generate a click-through rate 10 times higher than static ads on the site, according to Digiday, citing a report by social marketing tech firm Kinetic Social.
- Based on the ad campaigns that have come through Kinetic Social’s platform over the past three months, 1% of users clicked through on carousel ads compared to 0.1% on non-carousel ads.
- Study findings suggest that carousel ads eclipse the best-performing mobile banner ads from industries that generate the highest consumer response rate, such as retail, producing a 0.5% click through rate, according to Digiday, citing eMarketer figures.
Dive Insight:
Carousel ads are digital media’s answer to the magazine spread, designed to tell a story via a series of visuals and sometimes video, too.
Facebook found that carousel ads drove three times more conversions and 85% better click-through rates than other advertising efforts, the social-media site reported in a May post. Due to the success of its carousel ads, Facebook expanded carousel ads to mobile app ads last May.
The rise of these types of ads comes as retailers devote bigger chunks of their budgets to digital and social-media advertising.
Tony department store Neiman Marcus, for example, opted to use the carousel format to bring its catalog to Facebook, showcasing imagery from its Spring Shoe & Handbag Collection, Facebook said in the post.
