Facebook introduced Canvas, an immersive mobile ad experience, earlier this year. Recently Facebook allowed advertisers to create customized audiences for Targeting users that interact with Facebook Canvas Ads. Canvas is a full-screen, mobile ad experience on Facebook that loads nearly instantly.
According to Facebook, the success from Facebook Canvas ads has delivered results across verticals. As seen for a sweepstakes promotion for Royal Caribbean for a chance to win a free cruise on its new ship, Harmony of the Seas—the largest cruise ship in the world. Facebook shared that the advertiser saw marked decrease in Cost Per Action and an increase in Time Spent on the ad, giving a higher than expected return on the campaign.
Facebook launched Canvas for advertsiers with two of the advertising objectives, “Clicks and Website Conversions”. Now Facebook has expanded the capability to include other brand oriented marketing objectives such as Awareness and Video Views,
“When Canvas initially launched, it was available only in website clicks and website conversions objectives. Now, Canvas is available for a variety of our brand oriented marketing objectives, including brand awareness and video views. This means brand marketers can use Canvas across their range of goals for their campaigns.”
Facebook also plans to roll-out easy to use templates for advertisers that can help with the creation of Facebook Canvas Ads. To make the experience immersive, Facebook Canvas will be available with a 360 view format and will have capabilities to link to other canvas in place of website links, making for faster downlaods.
“Adding 360 video to Canvas will give advertisers a unique way to engage people on mobile and encourage them to interact with content……With the ability to link buttons and images to another Canvas, instead of just to a website, advertisers can create a multi-page experience that tells a more in-depth and engaging brand story. By linking Canvases, Beats by Dre could invite people to explore differently colored versions of its iconic headphones, designed after different countries’ flags. When people tapped on their different Beats options, instead of being driven to a slow-loading website, they got another Canvas, loaded quickly, that they could explore.”
With Canvas Brands can explore newer ways to advertise products and range of services for new launches and campaigns.