Facebook announces interactive carousel ad format for mobile apps

With mobile advertising constituting 73% of Facebook‘s ad revenue in Q1 2015, the company has shifted focus to serve a mobile-first approach and announced new mobile ad format updates. The carousel ad format on Facebook is not entirely new, but whilst the feature was previously only available for link ads and dynamic product ads, the company has now expanded the format to include mobile app install ads and app engagement ads.
Facebook carousel ads are now available for mobile app install and engagement ads
Screen shot 2015-06-24 at 9.34.40 AM
Source: developers.facebook.com
Ultimately, the advertising opportunity delivers a showcase of up to five images within one ad unit, creating a more immersive experience that leads to greater marketing value. Chris Cox, Chief Product Officer, Facebook, says:

“You’re starting to see a lot of new interactions (on mobile…). We’re trying to spend a moment looking at some of these trends and imagining what they’ll look like in next few years. We’re trying to give marketers a canvas that’s more engaging.”

Facebook is meeting a growing demand for richer and more interactive ad experiences on mobile devices. The company is currently testing the new additions with selected marketers. Featuring content natively within Facebook, will also ensure shorter load and response times making the experience smoother for end users. In addition, Facebook supports video ads for marketers to showcase their products directly.
The company also announced desktop video app ads out of beta, which are auto-play enabled in Facebook’s News Feed and include a constant call-to-action.