Facebook creates "slideshow" to deliver video-like ads to emerging markets
Facebook has launched a new ad format called "Slideshow," which aims to boost revenues in emerging markets where older technology does not easily support videos. Slideshow addresses the problems faced by video; using people’s data and low-bandwidth connections, by taking three to seven photos and auto-playing them as a slideshow with transitions, so it looks like a normal video. This offers brands the opportunity to significantly extend their reach globally, regardless of the level of technology available to consumers, it is also cheaper to create than a video. Coca-Cola was the first brand to run a Slideshow ad, which it placed in Kenya and Nigeria, reaching two million people and increasing ad awareness by 10%. Facebook has found that users in emerging markets tend to view more ads than some developed countries. 

Facebook today debuted an ad unit that uses three to seven photos and autoplays them as a slideshow. Coca-Cola is already vouching for the promo called Slideshow, which is essentially a substitute for video.

The ad unit is targeted at emerging markets where consumers have older phones—not iPhones or Androids—and sometimes have slower connection speeds. The ads also use less data than videos. (Conserving data is a bigger issue in places like Africa than it is in other markets.)