Facebook is launching a new ad product which looks to expand on the best elements of the traditional marketing catalogue approach.
As first reported by Business Insider, the new units are called ‘lifestyle templates’ and will take the user from a News Feed add to an interactive display unit, with each of the featured products in an image shown beneath.
You can get an idea of how the process works from this sequence – the ads will appear as shown in the first image (left) in your News Feed.
Click on any image in the ad, and you’ll be taken to an expanded display, with products identified beneath.
The presentation looks like a combination of Facebook’s Collections ad units (below) and Instagram’s still in-development ‘Shopping Tags’, which link details to specific items within a frame.
Definitely, this gives the ads a very catalogue feel – which was the focus, as explained by Facebook’s Graham Mudd: