How to effectively take advantage
of carousel advertising
Instagram and Facebook are leading
a mobile advertising revolution with their carousel advertising platforms, but
marketers must entice users by weaving a story that makes consumers want to
continue scrolling.
As consumers are inundated with
content on mobile, it is important for advertisers to create content with which
users want to interact that is different from a traditional interrupting ad
experience, and carousel ads are proving worth it as its showing an average 20
to 30 percent lower cost per installs. Instagram and Facebook have established
their place as the front-runners in mobile carousel ads, but marketers must
create a unique storytelling experience and continually adjust their content or
risk wasting the format’s massive potential.
“If built right, almost every
brand with a mobile property could benefit from [carousel ads],” said Gil
Regev, chief marketing office at Marfeel. “It is a unique way to tell a story
and get users involved.
“That being said, these have only
been out for a few months, which could be part of the reason why they are
seeing such user interest,” he said. “However, I do believe that the mobile ad
industry is set for a change and this is definitely a shot in the right
direction, as far as formats.”
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