Facebook today debuted an ad unit that uses three to seven photos and autoplays them as a slideshow. Coca-Cola is already vouching for the promo called Slideshow, which is essentially a substitute for video.
The ad unit is targeted at emerging markets where consumers have older phones—not iPhones or Androids—and sometimes have slower connection speeds. The ads also use less data than videos. (Conserving data is a bigger issue in places like Africa than it is in other markets.)
The soft drink giant ran a brief campaign in Kenya and Nigeria, according to Facebook, and reached 2 million consumers, raising brand awareness by 10 points for its Coke Studio Africa project.
"The campaign over-delivered on reach by 1 million and had a 10-point increase in ad awareness in Kenya," said Ahmed Rady, marketing director for Central, East and West Africa at Coca-Cola. "We recognize that our consumers may have constraints when accessing video content; hence the slideshow option by Facebook is spot-on in enabling us to still deliver impactful and quality content."