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Facebook Allows Customised Ad Solutions For Emerging Markets

Facebook Allows Customised Ad Solutions For Emerging Markets

Facebook, one of the biggest Social Media Giant earns its maximum revenue from Advertising. Facebook generates revenue by selling advertisement on its website and mobile. In order to drive more Advertisement on its website, Facebook has launched a new Ad Solution for Emerging Markets including India.

Gone are the days, when the users used to access internet through laptops and desktops. Today most of the user’s access internet through mobile phones. In Emerging Markets like India, Brazil, Indonesia users access internet on their featured phones.  Studies have revealed that alone in India around 66% of the people use their featured phones to access internet. In Indonesia people use feautred phone is 71% and in South Africa its 68%. Keeping all these things in mind, Facebook launched a customized Ad Solution i.e Slide Show.

 Slide Show is a new type of lightweight video advert that can reach Facebook users in virtually any country, on almost any Internet-connected mobile device. You create slideshows using photos, which means that they require less bandwidth and data to view. Plus, they may cost less and are faster and easier to create, while still delivering the impact and effectiveness of videos. In Emerging markets, the net connectivity is an issue. Most of the users are still using 2G and 3G net services in Emerging Markets. Downloading a heavy video is a concern. Slide Show is a boom to this problem. As per Facebook, Slide Show takes up less data.  If a 15 second video is created using Slide Show of Facebook can be upto 5 times smaller in size as compared to a normal video of the same length. Slide Show is specifically designed for the small and medium scale enterprises. Slide show uses video like motions and there is no audio. It’s a new way of advertising.

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Benefits Of Customized Facebook Ad

Cost Effective:

Facebook ads are very cost effective for small and medium scale enterprises. A Video Advertisement on Youtube costs approx $ 8.00 per minute. For a day it will cost you between 17-19 lakhs on You tube mastehead where as Television commercial on a popular TV channel will cost you around Rs 3.5 lakhs for 10 second add. The cost of add on Television is even more costly during cricket or football matches and prime time. Facebook Adds are very cost effective and suits everyone’s wallet. You can start with very low advertising budget. It can be started with as low as Rs 100. Facebook also allows pausing the add basis the results and allows to make necessary changes as needed. For example, if you run any add but not getting desired results, you can pause it and re-launch it with the changes or pause it permanently and use the remaining amount in the next add.


Studies have revealed that there are around one billion people log on to facebook daily. As per Facebook, 894 million users access facebook through featured phones. In India around 59 million users log on to facebook daily via mobile phones. The number of targeted audience can be very high even with low budget. You can even segregate the targeted audience on the basis of age, geographical location, sex, interest and profession etc.

Customer Engagement :

Facebook is one of the good sources of customer engagement. Tv adds are one way communication. It’s very difficult for the customers to reach their brands for giving feedback, suggestions or contacting them for queries. Customised facebook ads provide two way platforms. Both the brands and customers can interact with each other.

                                            How Coca – Cola Used Customised Facebook Ads

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Coca Cola launched a video ad in Kenya and raise awareness of the new season of their show, Coke studio Africa.In   to extend the reach of their video ad with in their target audience who were using feautred phones or having slow connections they took high resolution

Screen shots from the video,uploaded them in sequence  along with basic text ad ran the story as a Slide show On Facebook

Results were encouraging.

Results Reaped From The Coca- Cola Campaign  

  • Coca cola reached 2 million people which was twice their number of target audience.
  • Raised Ad Awareness by 10 points in Kenya.

We are pleased with how the Facebook slideshow campaign performed across our key markets in Africa, particularly in Nigeria and Kenya. The campaign over-delivered on reach by one million and had a 10 point increase in ad awareness in Kenya. We recognize that our consumers may have constraints when accessing video content, hence the slideshow option by Facebook is spot on in enabling us to still deliver impactful and quality content. As such, we are excited to use the slideshow feature to deliver high quality content from Coke Studio Africa to our consumers on the continent.” – Ahmed Rady, Marketing Director, Coca-Cola Central, East and West Africa.

Slide show uses video like motion and no audio. It’s a new way of advertising helping the brands to reach their targeted audience.

There is 1 comment

  • 3 years ago

    Dhivya Rangarajan   /   Reply

    Great work Bhavana! usage of “add” instead of “ad” can be avoided, insertion of few more pictures or the relevant videos for this article is highly recommended!

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