MAM

Two months since Canvas Ads launch on Facebook

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/28/facebook.jpg?itok=rroW0ffB

MUMBAI: Digital marketers and new age advertisers were quite in frenzy when Facebook introduced its new product called Canvas at Cannes last year and subsequently launched it globally in February 25 2016. And why not? Canvas allowed advertisers to combine video, photographs and copy in an ad promising an immersive experience for the consumers. It was based off the very root of all digital marketers? worry -- intrusive ads that are point blank disliked by consumers.

It?s not a secret that YouTube?s ?Skip Ad? button is probably the most clicked button ever, not to mention the high bounce rates at sites with too many full page ads, be it desktop or mobile; perhaps more so on mobile advertising due to the limited space on screen.

The challenge was simple -- how to create engaging experiences through ads so that people, instead of being put off by them, willingly spend more time on the platform.

?We?re committed to building great mobile experiences for people and doing so also opens up new creative possibilities for advertisers. We?ve invested in engaging experiences like video and the carousel format to empower advertisers with more creative space to share their brand and products on mobile,? Facebook had shared then. The project was brought to life after a collaboration of the advertising community, Facebook Engineers, Designers, and Creative Shop-- all working together in a constant feedback loop.

?This space was designed and invented and inspired by our relationship with the creative community,? Facebook, CCO Mark D?Arcy was earlier heard stating.

It?s been a little over two months and within these two months, 186 countries have experienced Canvas with US, Brazil, Mexico, Italy, UK, France, Thailand, Germany, Turkey, India being the top 10 countries.

Facebook has already achieved a significant amount of what it aimed at, as per the data the social media giant shared with Indiantelevision.com. In the past three months, people have spent more than 100 years of time in Canvases and people spend an average of 31 seconds in Canvas.

The other USP feature of Canvas is its ease of use to create a dynamic ad for mobile, just what the SMEs needed.

?Teams simplified the creation experience to six core elements that we heard were the building blocks that people cared about and provided enough creative freedom to build compelling experiences such as -- headers, photos, videos, text, buttons, and carousels,? Facebook explained in an official statement, and as per its freshly gathered data 50 per cent of the Facebook ads created on canvas are done in 10 minutes or less time.

Facebook?s internal user engagement behaviour data was a huge help in guiding the developers address some of the major issues consumers faced on Facebook while interacting with engaging advertisements on mobile.

?One of the major feedbacks on mobile ads was that ?Videos took too long to load.? For this the team made a huge shift to re-architect all of our client renderings to enable content to load faster and progressively fetch elements in a Canvas as they were needed (rather than downloading the whole thing.) We made video compression much more efficient,? shared a Facebook Canvas representative, acknowledging the importance of videos in today?s two way communication on mobile. Interestingly canvasses also allowed advertisers to intervene in real time and improve their canvas ads based on feedback and data responses.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/ajay.jpg?itok=ps3iFQgu
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/biu.jpg?itok=n08pEhkj
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/aksha.jpg?itok=M_uxGcim
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/quess.jpg?itok=AkeYTmvA
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/WPP.jpg?itok=CACce0wW
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/kisses.jpg?itok=oNlGyE6B
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Indiabulls%20Group.jpg?itok=CD8VIoc0
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Realme_800.jpg?itok=GYvPRVrw
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Metoo_Dentsu.jpg?itok=F-WK2f58
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories