Facebook claims its new mobile ad format can boost click-through by 180%

Andrew Sadauskas /

Facebook has introduced its new carousel ad format for smartphones, claiming the US takeaway delivery app foodpanda has boosted its click-through rates by 180% and reduced its cost per impression by 39% by using the new format.

The carousel format allows advertisers to place up to five images with links in a single interactive ad, with the interactive ads also allows users to swipe between images.

Aside from direct response and brand awareness campaigns, the new ad format will also allow app developers to prompt users to install an app, or deep-link to in-app content in a manner similar to Google’s mobile ads.

In a post on its Facebook for Business blog, the social media giant notes automaker MINI, jewellery company MVMT Watches and US luxury goods department store Neiman Marcus have all successfully run campaigns with the format.

The new format is available through Facebook’s ads API, Power Editor and Ads Create Tool.

The carousel format introduction comes after Facebook introduced new desktop ad formats and extended capabilities for advertising to similar audiences last month, as well as product ads in February.

Andrew Sadauskas

Andrew Sadauskas is a former journalist at SmartCompany and a former editor of TechCompany.