Facebook is turning on the charm at the Cannes Lions International Festival of Creativity this week in a bid to get advertisers to deepen their commitment. Its marketing solutions and sales team is highlighting new ways to target different versions of ads to users based on their interests, promoting its new tools to optimize around the best-performing native ads, and bringing ad targeting to its Instagram platform. It even set up a temporary training facility at Cannes to help brand execs get hands-on with some of these new initiatives.
It also made a splash on the Croisette, where it celebrated its award winners and has been touting mobile commerce and video services, by scoring a more robust partnership with a key partner. Mondelez International signed an extended agreement with Facebook to cover both those areas and to give the company and its agencies access to a dedicated Facebook strategist to create “scalable” video content. The deal covers 52 countries including the US.
“Our recent campaigns with brands such as Philadelphia in Europe have demonstrated that we can deliver engaging, tailor-made video on Facebook and seamlessly convert that content into purchases,” said Mondelez Media Director Gerry G’Angelo in a press release. “Partnering with Facebook allows us to leverage their video platform, which is currently their fastest-growing. Combined with their unparalleled reach and social sharing capabilities, we have the opportunity to make Facebook our single largest-selling channel.”
That’s music to the ears of Facebook’s ad sales team, led by VP of global marketing solutions Carolyn Everson, who hope their Cannesversations will boost the site’s estimated 8 percent share of the $145 billion global advertising market.
Chief Product Officer Chris Cox, for example, talked up a new mobile format that’s in the works. The format provides the ability to create rich media that blends seamlessly with the videos that users are watching in their newsfeeds, while making the ads interactive in a way they haven’t been before, according to CNBC.
Cox used an ad for a Michael Kors watch to illustrate Facebook’s vision, blending video with still images, moving images and information, in an interactive mode so that users could push their finger across a screen to turn a watch around or to zoom in for more details.
These ads would essentially give marketers a mini-version of their own website on Facebook’s app, Re/code explained, bringing the user “away” from the newsfeed without taking them out of the app. It’s a strategy similar to the one that Facebook began employing with traditional content such as news stories from media brands with its Instant Articles test.
Everson also highlighted the expanding opportunity on Instagram, which will become an easier ad buy, in part by marrying Facebook’s data with Instagram. “It should deliver a better return on investment because the marketer is actually reaching someone who is interested,” she said, as reported by Bloomberg.
Never mind that users on Facebook and Instagram are rarely fond of advertising. As Re/code reports, “Facebook is catering to the ad industry, which is a smart move considering 94 percent of its revenue comes from advertising.”