Facebook introduces Canvas: A full-screen ad experience


It’s fairly well understood now that of the time people spend online, they’re
spending the majority of it on mobile and in just a handful of apps, including
Facebook. What’s remained top of mind for advertisers is how challenging it is for
them to tell compelling brand and product stories on mobile, in ways that are
enjoyable for people and effective for their business. The data tells them that people are discovering content, brands and products in mobile apps, so advertisers are looking for new and creative ways to share information with these people.

Facebook has invested in engaging experiences such as video and the carousel
format to empower advertisers with more creative space to share their brands and
products on mobile. However, the website that opens after someone clicks on an ad is often slow to load and not always optimised for mobile, creating a disjointed and
frustrating experience for people, and website pages are only growing in file size.
In 2015, the average website page was three times larger than it was in 2011, and
slow load times are a top reason people abandon a website.

These trends indicate that advertisers need a better way to share information after
people click on their ad, and the information offered after someone clicks needs to
load quickly, look beautiful on mobile and allow people to take action easily.

Introducing Canvas —a new post-click, full-screen, immersive mobile ad
experience on Facebook that loads nearly instantaneously. Canvas was designed with input from the creative community at every step and is designed to help businesses tell stories and show products on mobile devices in a beautiful way. Canvas is now available to advertisers around the world.

Canvas helps advertisers achieve any objective by giving businesses a fully
customisable 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. 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.

“We made the creative community a priority when we designed and built Canvas.
It’s a product that represents our commitment to creative craft and delivering the
best mobile experience for businesses and people,’ says Chris Jones, head of Creative Technology, Facebook Creative Shop.

Canvas is a mobile-only experience and works on both Android and iOS. Advertisers
with access to Power Editor can start creating Canvases now. Learn how to create a


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