Facebook Launches Canvas - Bringing Your Brand to Life
[embed]https://www.youtube.com/watch?v=5NXSuLm8BLE[/embed]Consumers spend on average 85% of time on smartphones using Apps. The challenge for advertisers on those Apps (Facebook, Twitter, Instagram) is how to create compelling ways to promote their brand in a way that users will enjoy, and hopefully somehow participate with. By being able to record metrics like shares, comments, reach, or views, marketers can gain an idea as to how big their audience really is. This means that part of their job is finding new and creative ways to captivate their audience. This is exactly why Facebook has launched Canvas - a full-screen experience to create a living and breathing brand experience.Though advertising on Facebook is nothing new, the way people use Facebook has changed. Facebook on mobile allows you to post photos, update statuses, or check-in just about anywhere. Facebook users have adapted to an automatic, fast-paced approach to interacting with each other, requiring advertisers to ensure that their brands don't appear static. Canvas offers the interactive and immersive experience missing from other mobile sites while offering brands a vessel where text, videos, images, and CTA's can co-exist seamlessly - plus it loads 10X faster than traditional mobile advertisements.
-Chris Jones, Head of Creative Technology, Facebook Creative Shop
Immediate Impact
Canvas is already driving results. Here are some companies embracing the new media, and how it's making some waves in their social media strategy:
- Coca-Cola launched a Canvas for their new aluminium bottle campaign - reaching almost 16 million people with an estimated view time of 18 seconds.
- ASUS created an "end bad gifts" campaign over the 2015 holiday season, seeing an increase of 42% in clicks, not to mention that 70% of people who clicked the Canvas visited their website.
- L'Occitane used Canvas to educate consumers on how they source ingredients - seeing an increase of 11% in ad recall compared to link ads alone.
Similar to any update to Facebook, this may take some getting used to, but eventually we'll wonder how we ever lived without it!
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