Macy's tests Facebook video ads

Macy's (NYSE: M) is the first retailer to experiment with Facebook's (NASDAQ: FB) new auto-play video ads on mobile.

The ads run in Facebook's iPhone app at the top of a newsfeed and start playing when the user begins to scroll. If clicked, they become full-screen and audio turns on. Users are allowed to like, share and comment on the ads.

"As new vehicles emerge that provide us with enhanced opportunities to engage with our customers, we look to trial and understand the capabilities of the product to deliver compelling communications to shoppers," Orlando Veras, director of national media relations at Macy's told AdWeek. "This new video advertising platform allows us to extend the reach of our broadcast advertising for the first time on Facebook."

Advertising on Facebook is a smart move for Macy's considering that the social site ranks as number one in terms of converting social shares to e-commerce dollars. The social media platform was responsible for 63 percent of all social media visits to Shopify stores in 2013, or a total of 23.3 million visits. A study by Shopify found that around 85 percent of all orders made following social visits came from Facebook, a 129 percent increase over 2012.

Macy's has made significant investments in its mobile strategy over the past year. The retailer was one of the first to run promoted posts on the Instagram mobile photo app last year. Macy's in November also enlisted visual recognition technology to help customers research desired merchandise with the launch of its new Macy's Star Gifts app. The app offers a user-friendly "see-scan-shop" interface.

For more:
-See this AdWeek article

Related stories:
Macy's boosts Web sales, email marketing with predictive analytics 
Macy's, Nordstrom pilot 7-ft. 'digital storefront' inside mall
Macy's turns to YouTube to grab millennials
Macy's to expand click-and-collect, pilots same-day delivery
Macy's wins over holiday shoppers but winter storms freeze sales