Facebook has recently introduced a full-screen ad experience that brings products and brands to life on mobile devices. Every year the number of mobile users increases, but at the same time, the difficulty to express a compelling brand or product story via mobile also increases.
Facebook has developed cutting edge ad placements in the past, including video and carousel images that provide a more creative space to share brands on mobile. However, once the user clicks through, the website is slow to load or not optimized for mobile, thus creating a frustrating experience for the user. Slow load time is the number one reason why people abandon a website.
Facebook took it into its own hands to solve this problem of disconnection. That is why the social network created Facebook Canvas— A new post click, full-screen, immersive mobile ad experience on Facebook that loads instantaneously. A Canvas ad opens from the News Feed to a full-screen experience that incorporates a mix of video, images, text, and call-to-action buttons.
Several brands have already used the new ad product and have seen tremendous results. Coca-Cola launched a Canvas ad that reached nearly 16 million users and had an average view time of 18 seconds. ASUS saw a 42% increase of ad clicks, and 70% of the people who clicked on the Canvas ad went on to explore the ASUS website. L’Occitane used a Canvas ad to inform users about where their ingredients are sourced from, and they saw an 11% increase in ad recall compared to link ads alone. And finally, people spent an average of 28 seconds exploring Lowe’s Canvas ad about easy home do-it-yourself projects.
Beautiful, entertaining, engaging, and effective, Facebook’s new Canvas ad platform looks to be a home run.
To see examples of the Canvas ads mentioned above, click here: