The introduction of Facebook Instant Ads and immersive media helps keep users on Facebook, for-ever!
For marketers this is big news. It means that the users of Facebook never have to leave to view one of your paid ads. No more clicking, waiting for it to load, then guessing whether they stick around and actually click on anything of real value to the company doing the marketing. The ads are so vivid that it actually feels like you're experiencing the product. In the above ad from Wendy's, you can almost smell the juicy beef, onions, and feel the texture of the bun. It's making me hungry, that's for sure.
ECommerce and Instant ads
Facebook has been offering Buy Buttons and stores your credit card information securely so you never have to go to the online store/website to purchase items. Now though, they're starting to offer sign-up forms through instant ads for lead generation that plug directly into CRM tools. So very cool.
“For the user, it’s a bit like being put in a pinball machine. Facebook earns points as long as you’re still rattling around inside, running into friends’ photos, native videos, and Instant Articles. Facebook loses when you slip out of its app through the few remaining holes. And Instant Ads are like an extra set of flippers, bumping you back inside when you were about to leave.” – Josh Constine for TechCrunch
For marketers, and for users it's a win. Marketers can get in front of their audience immediately through instant ads, and the users don't have to wait for slow loading e-commerce websites in order to view more options or buy the product. I can see other social media platforms adopting this model in the very near future (Pinterest).
Have fun. #happyfriday