As you probably already know, Facebook ended the tests on Canvas, and launch it recently at a global scale, offering a full screen of creative real estate, customised with video, images and text, in a fast-loading and mobile-optimised experience.
Experience tell us that a good product or service has also a great story behind it. But not everyone is a good storyteller, and a lot of ideas, start-ups, or businesses of any kind failed, because that extraordinary story behind it was either untold, or dry, without enough juice for its the potential customers.
Canvas meets businesses with an immersive and expressive experience that help them to tell their stories and showcase their product, without taking the audience out of the mobile application, providing the advertisers unprecedented creative control on mobile, in-app experience.
How exactly Canvas works?
Canvas offers marketers a large area to experiment and explore innovative ways, using creative elements to achieve their targets. There are six components for brands to visually tell a story: photos, videos, carousels, texts, buttons and Tilt-to-pan, a feature that allows users to tilt the phone to the left or right, to reveal more of the image.
Using a combination of of text, images, and video, brands can deliver an experience that drives its business objectives and promote the creative assets, leveraging Facebook’s targeting to connect to the people that matter most.
For example, a tourism agency might use a combination of video and photos, next to a feed with the latest offers and promotions available. A city mall might use videos in order to distribute the cinema schedule, using movie trailers, and end this user experience with a «buy now» button.
Here is a good example for Carnival Cruise, the company testing Canvas to target a broad audience of potential newcomers to cruising. See video and full case study here.
Ads with the canvas experience perform better when the creative both tells a story and promotes a product, featuring, for example, a collection or attributes of a product rather than a long list of products.
The interactivity can be stimulated by including horizontal scroll elements for users to explore more deeply in the story, depicted in a collection or attributes of a product that resonate the most with them, rather than a long and boring lists of products, widely distributed on e-commerce websites.
When can I start?
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