5 Facebook Canvas Ads Worth Talking About
Facebook Canvas has the goal of creating instant ads that reduce loading time on mobile devices and providing a more immersive full-screen environment on mobile than other rich-media experiences. Canvas allows advertisers to engage with users in the Facebook app itself without ever leaving the social network. The advert appears in the newsfeed and is capable of taking users to the main content of the Canvas advert in one second, as opposed to five to ten seconds when you click on a link that takes you to a regular mobile site. The interactive features in Canvas include carousels, product catalogues, tilt-to-view images and videos.
The Facebook blog below titled ‘introducing Canvas’ explains that:
“Canvas helps advertisers achieve any objective by giving businesses a fully customisable digital space on which to build multimedia stories. Canvasses open from Facebook ads in News Feed to reveal a full-screen experience where advertisers can use a mix of video, still images, text and call-to-action buttons to build beautiful and effective brand and product experiences on mobile.”
1) Beats by Dre – Unity Headphones Campaign
One interesting feature on Canvas is the ability to link buttons and images to another Canvas advert. By eliminating the process of linking a user to a slow-loading website, Beats by Dre have enabled their products to get the most exposure in their campaign that promoted headphone designs made up of different country flags. Beats reported that an average of 39 seconds was spent in the Canvas, which demonstrates how well their target audience has engaged with the content.
2) ASUS – End Bad Gifts Campaign
With the objective of reaching international customers during the busy Christmas period, ASUS created a Canvas that aimed to help people choose better Christmas presents. By targeting 18 to 35 years olds, the company developed their ideas for shoppers who were accessing the advert on the go from their mobile devices and looking for last-minute inspiration on gifts to purchase. 71% of people who viewed a Canvas advert went on to visit the website, as well as Canvas achieving a higher click-through-rate of 42%. Overall, Canvas was more successful at driving traffic to the ASUS website than their photo ads.
3) Ford – Ford VR Campaign
By placing themselves into a new market that’s slowly been capturing the imagination of the public via VR technology, Ford set out to embody this concept by making it possible for a user to feel like they were actually sitting in the driver seat of a racecar for the ultimate experience. With strong visuals including tilt-to-pan photos, the key feature in their Canvas would be the 360 videos. By utilising the idea of a first-person driving experience in order to promote the Ford VR app, Ford have made it easy to discover the possibilities of virtual reality and have increased their user engagement and awareness as a direct result of the advert.
4) Banco Itaú – Read for Kids Campaign
A rapid decline in reading time amongst Brazilian children was a growing concern for Banco Itaú. According to their research, the drop rate in reading time was getting worse. The data also revealed that users were increasingly engaging more with content on Facebook. Therefore, Itaú chose to target users on Facebook using the rich-media experience that was available within Canvas. By reaching their demographic audience on this social platform with the Read for a Kid books, the campaign’s strategy was successful at encouraging people to engage with the Canvas and increase the brand awareness of the social project, which serves the purpose of providing free books to children.
5) Carnival Cruise Line – Wanderlust Campaign
Leaving the best for last, Carnival Cruise Line was the first cruise to beta test Canvas so they could offer an immersive way for users to experience their ‘Wanderlust’ trip through a combination of text, images, videos and GIFs. As one of the longest Canvas we’ve come across on the web, this full-screen travel itinerary concept grabs your attention by allowing individuals to use features such as scrolling down the day-to-day schedule, tilt to pan on a scuba-diving video and even swiping carousel slides for photos that highlight each destination as part of the trip. The customer journey also encourages users to discover new things through the use of visual content and compelling text copy that is both concise and informative; you’ll find that time speeds by when you have so many options for engagement within this Canvas.
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May 11, 2020