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Facebook introduces Collection, an ad format for product sales; other updates

Facebook has introduced a new ad format called Collection that features a primary video or image above the product images ‘within a shoppable unit built for mobile’. This format supports showcasing of up to 50 products at a glance, according to the release. To create a collection, an advertiser will need a product catalog with at a minimum of 8 photos of the products. It gives advertisers the option of manually arranging these product images or service could also arrange them based on its assessment of the likelihood of purchase.

Ad metrics: The clicks reporting includes:

– The number of clicks on ad links to select destinations,
– On or off Facebook-owned properties including websites or app stores off Facebook,
– Native posts.

The platform will now allow advertisers view a breakdown in ads reporting for link clicks allowing them to view by specific destinations that they send people to such as website, app store, app deep link, phone call, message, Facebook Canvas, Facebook form, Facebook Marketplace, and off-Facebook video. Advertisers can view this breakdown in the ‘By Action’ breakdown menu.

Outbound click metrics will also be available for collections allowing advertisers to distinguish between clicks that occurred from News Feed to collection, and clicks that occurred from collection to a non-Facebook destination such as a website or app.

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However, it is not clear how the advertisers will be charged for this new ad format. It is also not clear if the advertisers will be charged differently for video and image-based collection ads.

Design specifications: The specifications for this ad format includes recommended image size of 1,200 x 628 pixels with an image ratio of 1.9:1. This format does not allow more than 20% text. Only 25 characters are recommended for the headline on the image.

New ad products and measurement tools 

It is worth noting that the social network plans to introduce new video advert options this year. This includes completed-view buying where advertisers pays only for ads fully viewed, two-second buying where at least 50% of an advert’s pixels are in-view for two continuous seconds or longer and sound-on buying where advertisers will have the ability to buy sound-on video adverts. Other existing video ad formats include TRP buying,cost-per-ten-second views, among others.

Earlier this month, the company launched advanced measurement for all advertisers, as a part of its Facebook Business Manager offering.The new tools will help publishers compare the effectiveness of Instagram, Facebook and Audience Network alongside other publishers. The product was previously available only for large enterprises, and with this launch, it became available for all advertisers.

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