After Facebook’s recent (if slightly woolly) announcement that it’s set to open its Instant Articles tool to publishers, a more definitive brand opportunity has now been unveiled: Canvas.
What does Canvas mean for brands, agencies and consumers?
It’s the sort of rich ad platform creatives will love – full-page, immersive and brimming with dynamic opportunity.
It borrows the ‘instant’ from Instant Articles, loading pages seamlessly in Facebook’s native environment, and hosting images or video with integrated CTAs.
Clearly poised to set a new standard for in-feed ads, this faster carousel presentation style minimises un-optimised experiences to make the user experience wholly more satisfying.
The same is true for the back end. Facebook is hyping the tool’s audience insights and performance data, inferring there’ll be some serious learnings to take into content brainstorms once Canvas is widely available.
Early results are promising, but there’s still a question mark over Canvas’ effectiveness. While Facebook makes bold claims about its new “storytelling” tool, stories exist inside the book – not on the cover. With the rich content only being served post-click, audiences need a compelling reason to opt in.
Interestingly, Facebook are extending Canvas to Instagram, perhaps a more natural, immediate home for the tool to be utilised.
It’s an exciting development in the world of paid social, where we’re already experts. As Canvas goes head to head with more traditional Facebook ads, we’ll be ready to observe, report and act on how users are spending the most time or making the highest quality engagement.
Want to put something on Canvas? Let us know @mycleveragency.