What to Know About Canvas, Facebook's New Ad Unit
Mobile advertising has received significant attention over the last year, and Facebook’s new Canvas offering is just one example of the ways in which mobile devices have shaped our consumption of content. Canvas is part advertisement and part microsite, which makes it a unique platform for engaging your audience.
What Is Facebook Canvas?
Think of Facebook Canvas as a storytelling vehicle that revolves around advertisements. Links to a Canvas experience will appear in Facebook feeds just like regular advertisements, but when a user clicks on the ad, the Canvas functionality will fill the screen and immerse the user in the content it contains.
According to Marketing Land, Facebook Canvas ads can feature video, photos, text, and other elements that work together to tell a brand’s story. Users might flip through a carousel of product images, for instance, or watch a short commercial designed to convert users. Big brands like Gatorade and Michael Kors are already taking Canvas for a test drive.
What Makes Canvas Different?
The chief benefit of Canvas lies in its interactivity. It’s not just a static ad that users can glance at for a few seconds. It takes the user on a journey of the brand’s design. Instead of just clicking “play” for a video ad or reading a few lines of sales copy, users can decide how they want to interact with the content.
Furthermore, it was designed specifically for mobile users, and its full-screen functionality makes it a dominating force in the digital advertising market. Brands can’t always control the ways in which consumers interact with their ads, but they can design user experiences with Canvas that will appeal to their target markets.
How Will Brands Use Canvas?
Part of Facebook’s appeal revolves around its ability to encourage users to interact with one another. Canvas expands on that functionality and allows users to interact with brands on a deeper level.
A Canvas ad can truly reflect the brand’s personality and aesthetic style. Advertisers can select details like background colors and font choices so that the ad becomes an extension of their own websites..
Furthermore, Facebook gives advertisers complete control over the content they display. You can use it to tell stories, sell products, and promote new services. You could also use a Canvas ad like you would a landing page. Dedicate it exclusively to a flagship product and take users on an in-depth tour to encourage them to buy. It’s also more appealing for mobile because users don’t have to leave Facebook to experience a Canvas ad. Faster loading times and fewer interruptions make it a powerful choice for brands.
Facebook Canvas is expected to launch on February 28, 2016. Until then, expect the buzz about this app to increase considerably. If you’re interested in leveraging digital advertising for your business, learn more about our paid social advertising services.
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