Facebook's advertising revenues have seen a boom in the first quarter of 2015 wherein 73 percent came from mobile. Every month, there are at least 1.25 billion people who visit the social media site through their mobile devices and tablets, which is a 25 percent increase when compared to last year's figures.
As mobile continues to boom while the company pursues its "mobile-first" focus, Facebook is now planning to build new format ideas for mobile advertising which it hopes will create more immersive and more engaging consumer experiences on mobile devices.
The move is also in response to the growing demand of advertisers to have richer and more interactive mobile experiences. According to Facebook, ad experiences should feel more natural and should catch more users' attention when they scroll through the News Feed.
"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," said Chris Cox, Facebook's chief product officer. "We're trying to give marketers a canvas that's more engaging."
The new ads are meant to change the way users would view content. Facebook wanted these contents to be completely accessible within the social media's environment as opposed to redirecting users to the sites of the advertisers.
The new ads will indeed revolutionize mobile ad viewing and will make it even more faster and more responsive. Users would no longer have to tap on app-install ads in order to start viewing content. This type of service prompted a user to download an app which looked more appealing to those who are keen on downloading apps for a particular ad.
Facebook will be working hand in hand with marketers as they test and develop the news ads before rolling them out on its platform. Getting feedback from marketers also forms part of the development phase which the company achieves through holding meetings with their partner advertisers.
In line with this new focus in mobile advertising, Facebook will be at the Cannes Lions advertising festival in France to meet with marketers and advertisers coming from across the globe and give them an early glimpse of the new mobile ad formats. The company also promises to continue developing better ad experiences both to users and marketers from developing markets with special focus on those markets wherein mobile data is expensive and slow.
"We're trying to become an industry leader to delivering great experience with limited network [capabilities] and devices," added Cox.
