Facebook's new ad formats let retailers show multiple items
Facebook is testing a new advertising format that allows retailers to showcase more than one item within users’ news feeds. The new offering pairs a main video or image with related product images that if clicked, will lead to a secondary page with further products. Retailers such as Michael Kors and Lowes have already tested the format, with more to come throughout the holiday season and early 2017. The new format is designed to provide viewers with a wider range of items to browse in a “shopping” style. According to Facebook executives, the new offering drives further visual discovery, with retailers able to add as many as 50 products to each ad.

Ahead of the holiday season, Facebook is testing a different kind of product ad that lets retailers showcase more than one item within the news feed.

The two-click process seems to be focused on both brand awareness and direct response. The ads pair a main image or video along with related product images underneath and, if clicked, then bring up a second page with more products. If clicked again, the ad leads to the retailer's website where a consumer can actually buy the product.