Facebook's full-screen mobile ads format gaining in popularity
Wendy's, the fast-food chain, is enjoying Facebook's new full-screen mobile ad format. "We're always looking for new ways to have fun with digital, and Facebook is a great partner in helping us do that," said Mike Bueno, Director, Digital Marketing at Wendy's. Wendy's new Facebook campaign highlights how brands are creating more vertical videos (a core concept of Snapchat) and different content for specific platforms. Additional brands trying Facebook's new immersive ad format include; Gatorade, Michael Kors and Bacardi.   

Brands are just starting to play with Facebook's full-screen mobile ads , but Wendy's social marketers already seem to be having lots of fun with the new format.

The fast-food chain is running a campaign that uses a combination of photos, videos and GIFs to show how each layer of its hamburgers are made—like wavering pieces of cheese and a grilled beef patty.

"The Wendy's quality story carries a lot of equity with our fans and we wanted to invite them into that story, literally layer by layer," said Mike Bueno, director, digital marketing at Wendy's.