Facebook and PointRoll Partner to Bring Rich Media Ads to Mobile
PointRoll and Facebook are already partners for desktop solutions, and now they take this partnership a step further, to bring rich media ads to mobile.
Facebook has strong reasons to enhance its mobile ads, as mobile revenue accounted for 41 percent of Facebook’s ad revenue in the second quarter. Richer ads offer creative possibilities for advertisers to reach their customers on the go, without disrupting user experience on Facebook:
“This user-centric, native ad format creates an experience as interactive as Facebook itself, creating value for brands without disrupting the user experience,” explained PointRoll CEO Mario Diez.
The first ad format tested by PointRoll was the Rich Media Page Post Link Ad, and the campaigns outperformed previous rich-media campaigns that had run across mobile. Rich ads may include dynamic content, surveys and polls, sweepstakes and promotions, and video games.
PointRoll ran a campaign for a major client, and released statistic data:
- 76,871 total actions*
- 20,704 new brand page likes
- 29,966 likes
- 585 Comments
- 39% CTR lift in mobile News Feed over the PointRoll mobile benchmark of 0.15% that includes both mobile web and in-app
- More than 33 seconds of time spent on the rich media portion of the Page Post Link Ad on mobile News Feed.
There is no secret that Facebook is increasingly capitalizing on the widespread adoption of smartphones and smart devices. The News Feed is premier real estate on Facebook, the holy grail for advertisers, and Facebook continues to improve it, trying to satisfy both users and marketers.