Facebook launches ad platform to help brands create 'immersive' ads

Burberry: it has been testing Canvas
Burberry: it has been testing Canvas

Facebook is launching a platform called Canvas where brands can use a number of tools to create "immersive" experiences.

Mark D’Arcy, the chief creative officer at Facebook Creative Shop, the social media giant's in-house ad agency, told a press briefing today that Canvas will give advertisers "more space" and will allow them to create "unique" experiences on mobile.

Facebook has been testing the platform with around 20 brands including Citroen and Burberry.

The ad appears within a person’s newsfeed and take up the entire screen when they click on it. The platform allows users to interact with the ad either by scrolling horizontally, vertically or with video.

Brands can also make use of a tilt feature whereby they can make an image larger than the phone screen and users can tilt their phone to explore the image. Advertisers can make use of any of the features they want to.

Rob Newlan, the regional director for EMEA at Creative Shop, explained that this will help brands target people at different points. For example, at one time a particular person may respond to a gif, and at another time it may be a video.

The user is always one click away of going back to their newsfeed.

Jessica Watson, the product design manager at Facebook, explained that it will also take less than one second to load. Facebook found that it usually takes about five seconds for an ad to launch.

Facebook will also give businesses an insight of how much time people spend interacting with a Canvas ad.

There is also no need for advertisers to download any software; they can create their ad within Canvas platform by uploading images or videos and making use of the tools it offers.

Watson added: "We found there was a need for a new space, one without constraints, more variables to play with and more interactive experiences."

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