Facebook Carousel Format Now Available for Mobile App Ads

Facebook announced Monday that its carousel ad format is now available for mobile app ads.

MobileAppAdsCarouselFoodpandaFacebook announced Monday that its carousel ad format is now available for mobile application ads.

The social network said in a Facebook for Business post that the carousel format for mobile app ads will support up to five images, with links, adding that advertisers using the format have seen costs per conversion 30 percent to 50 percent lower than single-image link ads and costs per click 20 percent to 30 percent lower.

Facebook also said early analysis shows that the new format has helped boost click-through rates by an average of 12 percent compared with carousel ads when advertisers let the social network automatically optimize their order of images.

Mobile app install ads and engagement ads in the carousel format are now available via its ads application-programming interface, and the social network offered some examples of the use of the format in the Facebook for Business post:

Using the carousel format to promote its app, foodpanda (pictured above) increased CTRs by 180 percent and reduced its cost per impression by 39 percent.

Mini used the carousel format as a storytelling canvas to take people on a virtual tour of the new Mini Hardtop 4 Door.


Nieman Marcus used the carousel format to bring its catalog to Facebook, showcasing beautiful imagery from its spring shoe and handbag collection. Compared with other advertising efforts, the carousel format drove three times more conversions and 85 percent better CTRs.


By showing carousel link ads to people that had visited its website, MVMT Watches increased CTRs by 75 percent compared to other advertising platforms and saw one of the lowest prices per acquisition the company has ever experienced.


Readers: What are your thoughts on this new ad option?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.