Gatorade, Mr Porter, Michael Kors and Carrefour are trying out the new format, which enables the creation of full-screen interactive experiences within the Facebook mobile app.
After teasing the concept to creatives as Cannes Lions in June, Facebook today started testing a new immersive mobile advertising format.
The ads look like normal sponsored posts in the News Feed, but when tapped, they open full screen and allow the viewer to flip and scroll through text, photos, videos and other content. It’s like an alternate version of a brand’s website but will load more quickly and be more interactive because the content is native to Facebook. The idea is very similar to the Instant Article format that Facebook offered to publishers, except instead of editorial content, ads will be served.
