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Facebook has taken its advertising capabilities to the next level with Canvas. These fast-loading mobile ads allow businesses to tell stories and showcase their products in a whole new way. With the freedom of a full-screen experience, advertisers can instantly engage and dazzle viewers with a visually-stunning experience they won’t forget. Facebook boasts 989 million mobile daily active users on average, all of whom require ads that are specifically designed for their browsing experience. Want to incorporate Canvas ads into your online advertising campaigns? Here’s everything you need to know in order to get started.
Facebook has already seen success with interactive mobile ad units like Carousel link ads, which the platform says drives 30-50% lower cost-per-conversion. Video ads are also proving to be a powerful driver of mobile ad spend. Canvas ads combine these two winning formats, and crafts them into a uniquely immersive ad unit.
Early adopters of Canvas ads are reaping the benefits of being first to market. According to Facebook, ASUS saw impressive results with its “End Bad Gifts” campaign during the 2015 holiday shopping season. The tech company saw a 42% increase in clicks on their Canvas ad. In addition, 70% of the people who clicked on the Canvas ad went on to explore the ASUS website.
Canvas ads appear on the Facebook news feed much like any other ad. They show up as either a photo or a video, accompanied by ad copy – and a small arrow up button at the bottom of the image. Once users click on that arrow, they’re brought to a full-screen landing page with fast-loading, interactive elements.
While navigating through the ad, viewers can encounter a mix of images and videos that create a seamless narrative about a particular product, brand or service. Canvas ads include interactive elements, so users can do things like swipe through a Carousel of images, tilt to view panoramic images and zoom in and out of images in detail. Most importantly, they can click call-to-action (CTA) buttons in order to take further action, such as make a purchase on your website.
Canvas ads are very new, and marketers are still exploring the many ways they can be used to encourage downstream actions like installs or registrations. With that in mind, there are several best practices that advertisers should stick to when creating Canvas ads.
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