While Facebook failed to launch any new ad products at Cannes Lions earlier this week, it absolutely has a new ad product in mind – something that will host advertiser content in a manner social network now hosts publisher content. The giant social network actually showed advertisers a mock-up that displays several kinds of ads it wants to sell in the near future.

Chris Cox at Cannes Lions

Chris Cox at Cannes Lions

Facebook Chief Product Officer Chris Cox spoke for the first time at Cannes with a video presentation featuring the mock-up – the solution advertising executives have been wanting in order to create more immersive ads.

These creative tools come in a new mobile format with a mission to give advertisers the power to craft rich media that blends seamlessly with the users, who are likely to devote much of their time watching videos in their news feeds. Cox said that these ads are far more interactive and unique and haven’t been seen before by video users.

“If the mock-up scenario is a preview of what Facebook’s ad future is, then the answer is a resounding yes,” said Robert Andrade, director of content distribution at Deep Focus. “Rich media ads will definitely change how advertisers spend and, even more so, produce within the Facebook ecosystem. We should expect to see a significant amount of dollars going to early tests.”

To better illustrate what he intends to be possible, Cox uses an ad for a Michael Kors watch. What people can see on the video is the combination of still images, moving images and information. And what makes it different from the usual videos people see on Facebook is that the video itself is interactive, meaning users can press the image to turn it around or zoom in for more details. Cox also added that Facebook is working their best to make everything load faster.

“You’re starting to see a lot of new interactions [on mobile]… We’re trying to spend a moment looking at some of these trends and imagining what they’ll look like in next few years,” Cox said.

Co-founder of global technology company ironSource, Omer Kaplan, believes that once the network officially roll out the mobile format, the move will strengthen Facebook’s position as a mobile-first company.

“Facebook’s latest announcement demonstrates their understanding that the mobile medium requires ad units that are designed for mobile first, as opposed to imported from the desktop or offline worlds,” Kaplan says. “It’s not enough to say that native, social, and video ads are delivering better return on investment than display or banner ads. If we truly want to leverage the power of mobile, we need to find a way to talk to users in the language they have developed on mobile. Facebook’s immersive, panoramic and interactive ad formats do exactly that, and we can expect to see many more ad-tech providers following suit.”

Although mobile video has proven its authority in marketing, particularly when it comes to Facebook, there is still a lot Facebook hopes to bring on the plate to help marketers convey their messages to consumers more effectively.

“We’re working on creating things that seem weird at first, and then become invisible,” Cox said.