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Facebook’s Canvas provides full-screen, immersive ads

Facebook’s Canvas provides full-screen, immersive ads

MONDAY, March 14, 2016
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System loads quickly on both Android and iOS mobile phones

Facebook’s Canvas is a new full-screen, immersive mobile ad product that loads nearly instantly when someone taps on a News Feed ad.
Canvas allows businesses to tell their stories and showcase their products on Facebook. It was created with input from the creative community and is designed to help businesses advertise their products on mobile devices in a beautiful way, Facebook says. 
Canvas works on both Android and iOS and is now available to advertisers around the world.
Chris Jones, head of creative technology at Facebook, said Canvas would help advertisers achieve any objective by giving businesses a fully customisable digital space on which to build multimedia stories. 
Canvas allows advertisers to use a mix of video, still images, text and call-to-action buttons.
Within a Facebook Canvas, people can move 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. 
Canvas uses the same technology that makes photos and videos load quickly on Facebook, so it loads as much as 10 times as fast as standard mobile Web alternatives.
“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,” Jones said.
He said Canvas was easy to create and was already helping advertisers achieve their goals, whether they want to strengthen their brand or promote products.
“Canvas was built to bring your content to life in a fast-loading and seamless experience on Android and iOS. 
“With Canvas, you have complete creative control to achieve any objective like telling your brand story, promoting a new movie and showcasing your products,” Jones said.
Facebook built Canvas in collaboration with brands and agencies. Canvas is easy to build, with no code or software required. 
Some of the world’s major brands are already using Canvas. For example, Coca-Cola built a Canvas that featured the newly launched special series of aluminium bottles. The adverts reached nearly 16 million people and had an average view time of 18 seconds. 
Meanwhile, Asus created a Canvas with the theme “end bad gifts” during the 2015 holiday shopping season. It saw a 42-per-cent increase in clicks on the ad, and people who clicked into Asus’ Canvas spent an average of 12 seconds viewing the content. Plus, 70 per cent of the people who clicked on the Canvas ad went to the Asus website after exploring the Canvas.
L’Occitane created a Canvas that told people more about how the company sources ingredients and how its products work. The Canvas resulted in an 11-per-cent increase in ad recall compared with link ads alone. 
Lowe’s wanted to connect with aspirational young homeowners about easy and trendy home do-it-yourself projects. On average, people spent 28 seconds exploring its Canvas.