Stat: Facebook’s carousel ads 10x more effective than its regular ads

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Carousel ads are 10 times more effective at getting people to click through compared to static sponsored posts on Facebook, according to a new report cited by Digiday.

B2Bnn previously reported on new carousel ads introduced to Instagram and later Facebook, allowing advertisers to publish ads letting users scroll through multiple photos.

According to data compiled by Kinetic Social, a social marketing tech firm, those carousel ads are driving 10 times higher CTR than regular ads on Facebook products.

“Carousels are a major push for Facebook,” said Don Mathis, CEO of Kinetic Social. “The pricing is competitive and the performances are stellar. But we don’t know if that continues forever, because it’s a new product, and they tend to get good adoption in the early days.”

Kinetic reports 1 percent of users are clicking through on carousel ads compared to 0.1 percent on non-carousel ads, and such a format is far better than the rate for a typical display advertisement.

The mobile banner ads — ones from sectors like retail that generate the highest responses from consumers — garner a 0.5 percent click through rate.

Facebook has long been patting itself on the back for carousel’s success. According to Facebook’s blog, foodpanda boosted its click-through rates by 180 percent and reduced their cost per install by 39 percent when using carousel ads to promote their app.

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David Silverberg
David Silverberg is the former editor-in-chief of Digital Journal Inc. He helped pioneer Digital Journal's proprietary technology to leverage content from writers from across the world. He was the host of Digital Journal's annual Future of Media event. David has been published in various publications, writing on everything from technology trends to celebrity profiles.