MAM

Two months since Canvas Ads launch on Facebook

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/28/facebook.jpg?itok=5IB2DO6T

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/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/18/image.jpg?itok=UfcgYA5h
RPG Group's new campaign speaks about happiness within & outside the organisation

RPG Group, one of India’s fastest growing conglomerates, has partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to launch a campaign featuring four films with its brand tagline ‘Hello Happiness’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/18/Untitled-1.jpg?itok=4xYHwWtT
Nihar Naturals celebrates progressive, strong women

Women today are free-spirited, courageous and strong, irrespective of their age and economic backgrounds. Nihar Naturals coconut hair oil, a market leader in eastern India, has unveiled its latest campaign, “Akai Aiksho” to highlight the power and strength of the modern woman. The brand caters to...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/17/rijiesh.jpg?itok=u3xM75AP
Payback appoints Rijish Raghavan as COO

Payback, India’s largest multi-brand loyalty program, today has announced the appointment of Rijish Raghavan as the new chief operating officer to oversee its India operations. Raghavan will also continue to lead business development and partner management portfolios while taking on additional...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/17/cadbury.jpg?itok=-SpW6lfg
Prashant Peres takes on global role at Mondelez, Anil Viswanathan to fill his shoes

Mondelēz International has made some key elevations in the company, with Prashant Peres, previously director – marketing for chocolates, Mondelez India, moving into a new regional role of senior director for chocolate equity and innovations, AMEA, Mondelēz International.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/17/rcb.jpg?itok=d3Y8pKnP
Oyo becomes RCB's sponsor till Dec 2018

Oyo, India’s largest hospitality company, has inked its first team sponsorship with Royal Challengers Bangalore for this season of cricket’s magnum opus, T20. With this deal, Oyo becomes one of RCB’s direct sponsors until December 2018 and brings an exceptional opportunity to its customers from...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/17/juzt.jpg?itok=AKOgXT2f
Alpenliebe launches new product with 47% fruit pulp

MUMBAI: Long gone are the days when the sole sign of the discerning Indian shopper, aka mom, was squeezing maximum value from her budget. Today she is not only looking for value for money offerings but equally important are the wellness benefits delivered by the product. Organisations attuned to...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/17/Lalit_Agarwal.jpg?itok=BsUZ4S9Z
OMD India strengthens its leadership team

MUMBAI: In a move to strengthen its core leadership team, OMD India has promoted Sulina Menon to the newly created role of chief client officer, while Lalit Agarwal has been elevated to the role of head of OMD India - West.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/17/Shraddha_Kapoor800.jpg?itok=mk99oMZx
Baggit bags Shraddha Kapoor as brand ambassador

MUMBAI: Baggit, India's most-loved bag and accessories brand, has signed up popular Bollywood actor Shraddha Kapoor as its brand ambassador. In her new role, Kapoor will be associated with Baggit for the years 2018 and 2019.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/17/Water_purifier.jpg?itok=biIyYdxp
Water purifier Moonbow assigns creative duties to DDB Mudra

MUMBAI: Following a multi-agency pitch, the DDB Mudra Group has won the creative duties of Moonbow, a water purifier and air purifier brand by Hindware. As part of the mandate, the agency will be responsible for the creative strategy and execution for the brand.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories