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Cannes 2016: Facebook announces new products to drive mobile expansion

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Cannes 2016: Facebook announces new products to drive mobile expansion

At the ongoing Cannes Lions Festival, Facebook, yesterday, announced four new solutions for advertisers to share messages across mobile platforms.

The new announcements include the launch of Creative Hub, which is intended as central zone where the creative community can learn and build on mobile. This will include a new interface for creative agencies and a collaborative area to experiment, preview, evaluate and showcase ad creatives. Users will also be able to create and preview mocks on mobile and share a preview with all stakeholders. Facebook said the Creative Hub is currently being tested and will be available to users in the next few months.

Facebook also introduced an Audience Insights API (beta version), which will enable businesses to build better insights. Facebook has in fact been pushing products like Custom Audiences aggressively, which utilize its in-depth targeting and customer insight data.

As part of the beta program, Facebook has partnered with a small group of advertisers, including Mondelez and Anheuser-Busch InBev, to understand how to develop insights from aggregated and anonymous demographics, psychographics, topic data and reports from Facebook IQ. The Audience Insights API will be available to partners early next year.

The remaining two announcements concern updates to Canvas ads that make it easier for marketers to design, create, share and gain insights and enhancements to Slideshow ads that make it easy for businesses to create videos from photos.

“We’re making it easier than ever for businesses to create mobile-first videos that reach more people with slideshow. All advertisers from small businesses to large brands can now create, edit, and add text and audio to their slideshows. As businesses increasingly shift to mobile, building bandwidth-agnostic and mobile-first ad solutions is crucial to reaching the next billion people to come online. In particular, small businesses around the world are looking for ways to tap into the power of video in a more accessible way, and slideshow is the best tool to achieve that,” said Jennifer Spies, Product Marketing Manager at Facebook.

Additionally, Instagram also announced that it now has more than 500 million monthly active users worldwide and 300 million who use the app every day. Facebook said the Instagram community has more than doubled over the more than 80 per cent of users based outside the US.

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