Harmelin Digital Contributor: Becky Hallam
Facebook’s recent launch of their newest ad type, “Canvas Ads,” has industry experts speculating a game-changing user experience for all brands in mobile.
What this means for marketers: Canvas Ads have raised the standard of mobile advertisements so that brands across all industries can take advantage of their multi-functioning capabilities. Canvas Ads instantly transport the clicker into its immersive brand experience, which is delivered in a snap with virtually no lead time. The ad is just as easily escaped: a vital feature in minimizing the intrusive nature of digital ads. To escape the ad, users swipe left to land directly on their Facebook feed. In terms of the Canvas Ads content, an advertiser can take advantage of the immersive ad space by displaying multiple ad types, such as image carousels, videos, and/or display banners. Building these ads does not require any special coding knowledge, which allows brands to invest in the content of the ads rather than the construction itself. The appeal of the Canvas ads for both brands and consumers is real, but the ultimate success will be determined by the consumability of each brands’ content. Harmelin will continue to monitor Facebook Canvas to offer creative and competitive solutions to advertisers.