The social media giant wants to deliver immersive, full-screen mobile ads that let brands tell more detailed stories. Facebook released Canvas , a new ad format that marketers can use to string together video, photos, text and animation, to create experiences that take over users' smartphones and tablet screens.
Canvas is essentially a mash-up of Facebook's many current ad types packaged into a single ad format. When users see Canvas ads in their News Feeds, they can expand them to full-screen mode and then swipe, tilt and tap on a broader mix of media. Canvas enables next generation mobile ads Facebook started work on Canvas in late , and it's designed to meet marketers' demands for more "ownable" space read: The company plans to expand Canvas to Instagram during the second half of , and executives say they may eventually bring Canvas to Facebook's Audience Network , which helps advertisers buy ad inventory in third-party mobile apps.
Canvas gives brands a new way to engage users on Facebook, according to Brian Blau, research director at Gartner. Fast food chain Wendy's had early access to Canvas, and the company's Vice President of Advertising, Brandon Rhoten, joined Facebook executives on Thursday to discuss his team's experience with the new medium.
I have 21 local agencies. I've got hundreds of millions of dollars in advertising that I run in a year, and I get bored, Rhoten said. We need to tell our story in a lot of different ways on a lot of different platforms. The ad generated an average view time of 65 seconds, and 2. The bar for content in News Feed is very high. In its early tests, 53 percent of users viewed more than half of the Canvas ads they saw, and the average viewing time was 31 seconds, according to Paresh Rajwat, a Facebook product manager.
Canvas is also designed to address the slow page load times that plague so many sites on mobile devices. Nearly half of all responsive mobile sites take longer than five seconds to load, and 40 percent of users leave sites after four seconds of load time, according to Jessica Watson, a Facebook product design manager. The company says Canvas ads load in less than a second; however, CIO. Same old price for advertisers, new Canvas features and metrics Facebook's pricing models, ranking mechanics and frequency of ads remain unchanged.
You build it in the same way you would build a video or a photo or any other post, and it's ranked in the same way as everything else. The levels of engagement and other successful outcomes will determine the frequency and reach of Canvas ads, according to Rajwat. The company says it has more than 2. And Canvas ads can be built in a matter of minutes, according to the company.