Facebook’s Canvas: Who is it for, and why should I use it? – Part 2

By July 18, 2016 Facebook No Comments
This entry is part 2 of 2 in the series Facebook’s Canvas: Who is it for, and why should I use it?

In my previous post, I covered Facebook’s Canvas ads and when your campaign should use it. To refresh your memory, Canvas ads are blank canvases for creative marketers to deliver a wide array of quality content via the vertical screens of smartphones. What this means for consumers is that instead of being interruptive, they are immersive and engaging.

So what does it look like? Here is an example of how we helped one of our clients in APAC successfully deploy Canvas to launch their new product.

Case study

In the Philippines, one of our key clients – a major smartphone company ran Canvas ads with the help of AdParlor leading up to the launch of their new handset. The aim was to drive conversions as well as attract existing users to upgrade. They created a full screen experience to immerse viewers into the ad, bringing the handset to life on mobile. The ad focused on the smartphone’s new water-resistant feature, and created the opportunity for more effective brand storytelling.

Results

  • Cost Per Link Click(CPLC) on Canvas were lower than 69%.
  • CTR’s on Canvas were 5% higher.
  • Engagement Rate was higher than 51%.
  • Average Canvas view time: 42 Seconds.
  • Average Canvas view percentage: 45%.

The result compared to previous Carousel ads? Canvas drove almost twice the amount of consumer interest in ordering the smartphone online through clicks to the company’s main website. The average view time was an impressive 42 seconds! AdParlor further optimized the campaign investing more on auction campaigns versus reach and frequency, ensuring that it made as large a footprint as possible.

New Possibilities.

Canvas is built for carte-blanche versatility, so what are some of the other verticals it could be applied to?

Entertainment – Showcase movie posters, trailers, behind-the-scene videos and create a  call-to-action driving users to a landing page to purchase movie tickets.

E-Commerce/Retail – Create product catalogs to showcase new product launches and use carousels to exhibit the various features of the product.

Food and Beverage – Create a cohesive and immersive experience to feature new menus, and tell the story behind their creation.

Service – Feature the business service through high-definition photos and videos and allow users to pan their screens for a more accurate depiction of the service as well as provide users with a more immersive experience.

Canvas ads allow users to scroll through the different components and features allow users to exploit their handset’s features, to tilt and pan the screen to enrich user experience. As such, brands are able to convey a cohesive brand story and engage users more effectively. Provided that the marketing objective stays front-and-center of a campaign, brands should take advantage of Canvas whilst it is still a new ad format.

CTA: Want to start using Canvas Ads? Click here to start improving your next Facebook campaign with AdParlor.

Picture credits: Facebook (canvas.facebook.com)

AdParlor series: Facebook’s Canvas: Who is it for, and why should I use it?

Rohit Anande

About Rohit Anande

Digital Marketing Professional

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