The Facebook Slideshow: Big Implications, New Opportunities in LatAm

Facebook has emerged as a powerful platform for advertising, particularly because of video’s ability to transmit beautiful, immersive messages to targeted audiences. But what happens when certain audiences, like much of Latin America, don’t have access to the bandwidth or devices to stream those videos?

Facebook released the Slideshow in October 2014. We covered the launch in a feature article, but we were interested to learn more about how did this development figures into Facebook’s plans for Latin America in 2016.

marcela Pan-Latam Business & Partner Marketing Manager Marcela Tonello says that the main appeal of combining a low-bandwidth solution like the Slideshow with a platform like Facebook is that it works perfectly in all sectors and verticals. And as advertisers have already discovered, Facebook offers one of the best ways to target ads to certain audiences, assuring that the message reaches the people that generate results. The more specific that advertisers can be in targeting their messages, the more valuable the platform is, and in that sense, almost nobody has Facebook beat.

With the right targeting, focused on bandwidth, device, geography and demographic [the Slideshow] can help deliver the right message to the right person at the right moment.

While creating an effective Facebook ad requires that advertisers invest time in customizing their ads for the right targets, the payoff is significant, Tonello says. “It’s important to say that advertisers will maximize return from investing in slideshow ads when they combine the tool with intelligence on targeting. With the right targeting, focused on bandwidth, device, geography and demographic [the Slideshow] can help deliver the right message to the right person at the right moment,” Tonello explains.

Facebook has invested great effort in creating solutions for different needs. Those targeting audiences with strong connectivity and mid/high-end devices will find that the Video format is best, while those who want to offer users a choice in how to interact with the brand while highlighting different creative assets can use Carrousel, which allows multiple images and links in one ad. The Slideshow brings even more versatility to Facebook ads by creating an option that works with low connectivity or low-end devices, and offers advertisers with smaller budgets a platform for motion messages that does not cost as much as a video production.

Tonello believes the impact of the Slideshow will be significant for advertisers targeting Latin America, “since infrastructure and quality of the devices are a barrier for video consumption in some specific regions or audiences.” What’s more, nothing is more effective then reaching people organically through the newsfeed they check multiple times a day. The Slideshow allows advertisers to “reach people organically through their newsfeed with a beautiful, immersive message,” says Tonello.

While on the topic of ad-tech, we were curious to learn more about the Facebook DSP, and whether it would be introduced in Latin America in the near future. Tonello was mum on the subject, saying that for the moment, Facebook was “still working on ways to bring our advertising tech business to Latin America clients’ but that the company is “committed to continue looking for ways to make Facebook a cutting-edge option for advertisers in Latin America.”