For those of us old enough to remember Sears, Delia's, and L.L. Bean direct-mail catalogs, the new carousel ad format found on Facebook and Instagram may look familiar.
Built from multiple images and copy combinations, carousel ads act as mini online product catalogs. Potential shoppers scroll through them on desktop or mobile, and click to purchase when the mood strikes. (Scrolling and clicking is much quicker than tearing out and mailing the order form of a print publication.)
Although relatively new compared to mobile app install and video ads, this innovative format is seeing rapid adoption among digital marketers. My company Nanigans has observed a rapid increase in investment from its e-commerce, mobile gaming, and lead-generation customers.
Investment is on the rise because carousel link ads drive 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads, which up until now have been online advertisers' bread and butter.
How are brands using carousel ads on Facebook and Instagram to increase revenue? Here are just a few examples.
1. Target: Buyer Personas
In the following example from Target, the omnichannel retailer is advertising its collection of organic smoothies, vitamins, and baby food to moms and moms-to-be. The combination of playful illustrations and colorful featured products produce a family-friendly vibe.