Facebook Introduces Canvas To Assist Advertisers

 

Facebook launched Canvas to facilitate advertisers in the industry where it needs to attract them.

Facebook is interested in providing immersive means to access people without leading to their exit from the social platform. On February 25, 2016, it officially introduced its ad Canvas for every advertiser. When users tap Facebook News Feed advertisement connected to Canvas, rich media, full screen page is opened by it within the social platform rather than compelling users to wait for mobile webpage to load.

In 2015, the networking giant began testing Canvas, referred to as ‘Instant Articles’, for advertisements by Tech Crunch. The impetus for the social network was that the size of mobile sites has increased by three times since 2011, which has led to five to ten second of loading times; users are not interested in sitting through to view an advertisement.

The types of rich media marketing experiences that are actually memorable by people load far more slowly on mobile. So, the company established the endpoint of advertisements into its own app so it is equipped with the capacity to show and pre-load them in around a second.

Canvas removes constraints placed by low-power mobile webpages on content. Facebook Canvas allows interactive elements such as product catalogs, videos, tilt-to-tilt images, carousels and animations. Canvas connects from and to News Feed advertisements on Android and iOS. The social network company is assessing how to extend it to other applications like Instagram and versions.

With the help of a self-serve tool, brands can develop Canvas ads. No code is required there. The design tool of the social media service provider permits them to just drag around pictures, videos, GIFs and more, then ensure that attributes are set and begin showing their advertisement.

There is no extra cost to be paid to establish a canvas advertisement. Businesses only pay the cost for the same News Feed advertisements as done always, but get an opportunity to deliver an improved destination led by them. Various versions of Canvas can be aimed to various demographics only as normal ads placed on Facebook.

Facebook said more ads on its social platform would not be associated to Canvas. A tiny upward arrow, denoting full-screen experience, can help users to identify Canvas. The organization says initial tests of Canvas demonstrated users are interested in sticking around and enjoy the ads.

Around 53% of users who open a Canvas view at least 50% of it. The average time spent by users to view is 31 seconds. In this new Canvas campaign, where Wendy deconstructed a cheeseburger for people to see, swipe and scroll GIFs of various ingredients, received an average view time of 65s.