Dive Brief:
- Facebook has released a new mobile at format called Canvas that features a full-screen immersive user experience and what Facebook described as “near-instantaneous” load times.
- According to Facebook product designer Jaime Rovira, Canvas was created with storytelling through a rich media experience in mind.
- Canvas is available to all advertisers worldwide.
Dive Insight:
In a post on Medium, Rovira wrote, “Rich media experiences have been available for years, but the level of complexity and cost to create campaigns means only the most sophisticated advertisers could build them. We committed from the outset to make Canvas more immersive than any previous rich media experience, and so easy to build that any of our millions of advertisers could use it—from mom-and-pop shops to the world’s biggest brands.”
Facebook offered a few examples of how brands have already used the Canvas format, including Coca-Cola, which launched a special series of aluminum bottles with Canvas ads that reached almost 16 million people with an average view time of 18 seconds. ASUS ran a campaign during the 2015 holiday shopping season with an “end bad gifts” theme that resulted in a 42% increase in clicks on the ad, an average of 12 seconds viewing the content, and a 70% clickthrough rate to the ASUS website.
About the format, Facebook said in a blog post, “Canvas helps advertisers achieve any objective by giving businesses a fully customizable digital space on which to build multimedia stories. Canvases open from Facebook ads in News Feed to reveal a full-screen experience where advertisers can use a mix of video, still images, text and call-to-action buttons to build beautiful and effective brand and product experiences on mobile.”
