Facebook Improves Canvas Ads

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screen-shot-2016-09-30-at-9-27-05-amFacebook 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.

Facebook’s Canvas Creates Immersive Experience

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With Facebook advertising tapping into holiday and real-time marketing moments. Facebook has created Canvas -“a super-fast immersive experience” that offers advertisers one of a kind opportunity to engage mobile users.

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The ad formats that are seen to work for holiday season advertising are carousel ads and Dynamic product ads and lead ads, according to the Kenshoo Report for Q4 2015. Multilink Dynamic Product ads were seen to perform better than Single Click link ads.

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According to the Facebook blog update, 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.

Within a Canvas, people enjoy moving through digital stories easily. They can swipe through a carousel of images, tilt to view panoramic images and zoom in to view images in detail, making the Canvas experience immersive and engaging in a way that mobile sites aren’t. And Canvas uses the same technology that makes photos and videos load quickly on Facebook, so it loads as much as 10 times faster than the standard mobile web.

Canvas Ads Have A Higher CTR

ASUS

ASUS created a Canvas with the theme “end bad gifts” during the 2015 holiday shopping season. They saw a 42 percent increase in clicks on their ad, and people who clicked into their Canvas spent an average of 12 seconds viewing the content. Plus, 70 percent of the people who clicked on the Canvas ad went to the ASUS website after exploring the Canvas.

Canvas Ads Provide a New Content engagement tactic

As can be seen from Burberry’s lookbook, Canvas is a new way to create immersive experience for a launch or a limited seasonal offer.

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For details on getting started with Facebook Canvas, click here.