Canvas – A New Storytelling Experience by Facebook
Great news for Facebook advertisers as the new Canvas form of ads has been rolled out to all users by Facebook on Feb 25, 2016. Canvas has been in testing mode for over a year now and many major brands have implemented ads using this delivery mechanism and experienced positive results.
I will highlight the main features of this new ad delivery method and how businesses can stand out and differentiate their offering in the Facebook’s already over crowded ad landscape.
What is Canvas?
Canvas is a full page ad experience on mobile phones that can be featured on the news feed. This type of ad helps advertisers show a compelling story about their brand, products or services in a seamless experience to their targeted audience.
The flexibility allowed by Canvas enables advertisers build a unique digital story board where visitors can navigate through multiple components.
The main power feature of Canvas is the load time which is almost instant. One of straggles publishers face is the time required to load the ad’s destination page (normally a landing page on the advertisers website). This could take few seconds to load the landing page visitor which intrigue the visitors to abandon the web page before it is even loaded. Since Canvas uses the same technology used on Facebook platform to load photos and videos, the Canvas full screen ads loads faster than regular mobile web by 10 times.
What are Canvas features?
Canvas works on both iOS and Android devices and offers the following components to help marketers build their stories:
- Images (with Tilt feature)
- Button (Call to Action)
How does Canvas impacts advertisers?
Some companies have tested Canvas to promote their brands and products. ASUS observed a 42% increase in the clicks on their ads using Canvas. Additionally, the rate of users whom clicked on the Canvas ads and went to ASUS website was 70%.
Canvas ads can go up to 70 seconds long and some research showed that 53% of people who clicked on ads spent at least half the time exploring the ad content. The overall average Canvas ad view time was 31 seconds which is extremely high by any standard.
Credit: Header image is a screenshot made on Canvas website. Burberry demo was captured as an animated GIF from Facebook for Business page.