Facebook updates its shoppable Collection ads to mirror publish catalogs

Facebook is updating the shoppable Collection ad format introduced in March to combine the seem of a publish catalog with the interactivity of a digital ad.

On Monday, Facebook announced a new option for its full-screen, mobile-only Collection ads called alifestyle templates.a Brands can use the updated format to refashion their ads from a typical product gallery into more of a showcase that they are able link to a brandas e-commerce site and include a map of its nearby brick-and-mortar store.

While Facebook is only testing the new ad template with roughly a dozen brands such as J. Crew and West Elm, the company plans to build the ad format available globally in October; Collects remain limited to running on Facebook , not Instagram or Facebook’s Audience Network ad network, according to a company spokesperson. And itas not the only move Facebook is inducing to earn a spot atop marketersa listings heading into the vacation shopping season. Facebook has also been testing a route for brands to target ads to people who have visited their brick-and-mortar locatings.

If the original Collection aesthetic mirrored the product listing grids on an e-commerce site, the new template adopts the magazine-like look of a print catalog and digitizes it. The ads can feature multiple full-width images supplemented with text and carousels calling individual items is to be found in a photo. And those product listings can include a productas name, price and call to tap on the entry to open the corresponding product page on the retaileras site.

To stimulate people more aware which products are available for purchase, Facebook will tag those items in an image with a white dot that people can tap to display the corresponding entry in the clickable carousel below the photo. That may sound very similar to Pinterestas aShop the Looka feature. It is. Itas also similar to Instagramas Shopping feature that was introduced last year and became more widely available this year.

Facebook’s catalog-esque lifestyle template can include photos with products tagged for people to tap.

Advertisers are currently responsible for tagging the products in their photos, according to a Facebook spokesperson. It will be interesting to see whether Facebook eventually automates the process using its computer vision technology, as Pinterest has done.

Read more: marketingland.com

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