Called Canvas, the product allows advertisers to combine video, still images and copy in an ad. These mobile ads aren’t higher priced, but are likely to be popular with advertisers and therefore increase Facebook’s ad sales. Coca Cola built a Canvas that featured the newly-launched special series of its aluminum bottle.
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Facebook ads can now takeover you phone, with a new “Canvas” size that imitates Snapchat’s “Discover” format. “It’s a product that represents our commitment to creative craft and delivers the best mobile experience for businesses and people”.
Facebook’s Canvas is natively built, and the company lets advertisers customise the space with the ability to add a mix of video, still images, text and call-to-action buttons.
Facebook has assured users that the introduction of Canvas doesn’t mean they will see more ads appearing in the mobile app.
Facebook has officially rolled out its Canvas ad platform.
Paresh Rajwat, product management – News Feed Monetiation, responded: “The same rules will apply as they always have done in Facebook, no specific process will apply for this platform”.
The style recalls Snapchat’s “Discover” ads, which offers brands a full mobile page immersive experience- suggesting Facebook is taking cues from its smaller rival. It aims for Canvas ads to load in under one second.
Anyone who thought Facebook’s mobile app was already ad-heavy, think again.
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The full-screen, immersive mobile ad tool, launched internationally, loads nearly instantly when someone taps on any Facebook news feed ad. “The difference with the full screen experience is simply the scale of interruption”. Canvas ads can be up to 70 seconds long and 53% of users that click on a Canvas ad stick around to view at least half of it. The average Canvas ad view time is an astonishing 31 seconds. Since Zukerberg’s reorientation of the platform to mobile first experiences, advertisers have moved into the newsfeed. At the moment, these ads are available for Android and iOS. The Canvas tools for ad makers features a drag-and-drop design with no coding needed.
