Facebook Expands Desktop Video App Ads, Carousel Mobile App Ads

Facebook announced the expansion of the use of video creative in desktop application ads and the use of its carousel format in mobile app ads.

The social network introduced the use of video for desktop app ads in early May, for “select partners,” and principal, monetization Robby Banks said in a developer blog post that the option is now available to all partners, via Power Editor, the ads create tool, the ads application-programming interface and Facebook Marketing Partners.

Banks wrote:

The video unit has similar functionality to our mobile app ads: It’s eligible to play automatically in News Feed; there is a persistent call to action over the video pop-up for ads rendering on the right-hand side of the page; and all videos now have an end card that appears after they finish, with options to replay it or install the game.

Banks also offered the following best practices for developers looking to maximize their use of desktop video app ads:

  • Produce initial concepts based on creative from top-performing Facebook static ads as a starting point.
  • Feature attention-grabbing content for at least the first two to three seconds.
  • Leverage text overlays so that sound is not required to understand the content.
  • Post simple and easy-to-digest video content that is very polished and engaging.
  • Make the creative 15 to 30 seconds in length and show actual gameplay.
  • Avoid reusing mobile creative assets for desktop as this can cause confusion.
  • Ensure that the actual desktop landing page that the creative points to is interesting and relevant.


On the mobile side, Facebook’s carousel ads, which were previously available only for link ads and dynamic product ads, were extended to mobile app install ads and mobile app engagement ads last month, and the feature is now available via Power Editor, the ads API and Facebook Marketing Partners.

Banks wrote:

The carousel format gives you more creative real estate in News Feed to showcase compelling imagery for your mobile app ad. You can showcase up to five images within a single ad unit, and Facebook will optimize the order of the images based on the relevance to each targeted individual.


Developers: What are your early thoughts on these new advertising options?