Facebook’s New “Collection” — Bringing Catalogs Online
Print catalogues have an allure and aesthetic that is tough to match; which is what makes Facebook’s new “Collection” format so exciting.
Facebook’s vision of “bringing the richness of catalog creative online” is one that will have undoubtable impact, aiming to attract customers with compact and visually-rich content that is supported with a seamless retail experience.
Exhibit 1, Global sports brand Adidas used Collection to introduce its new Z.N.E Travel Hoodie
Photo credit: https://tinyurl.com/ya5vb5ju
Features of “Collection” include:
- Tagging products directly in lifestyle images for easier product discovery
- Store locator cards to lead users to the nearest physical store
- Custom audiences to re-engage “high-intent consumers” who have interacted with retail catalogs on Facebook
Our Head of Media & Analytics, Jit Kahlon, chimes in with his 2 cents on the new format:
“Collection ads have plenty of new benefits. For optimal performance, the format offers dynamic targeting, meaning we can serve ads either based on a user’s Facebook persona, or by interactions the user has made on-site. Additionally, if a deep level of pixel implementation is utilised and images from product pages are pulled directly into the ads, there is evidence to suggest that brands can achieve up to a 30% uplift in ROI vs static ads.”
Aiming to be fully rolled out in this month, Facebook’s brand new “Collection” format is set to engage users who expect an increasingly attractive and efficient retail experience.
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