Finding the right brushstrokes for Facebook's Canvas
Facebook earlier this year launched its Canvas ad product, and let’s face it — it’s pretty well done. In case you missed the fanfare, Canvas is a media-rich, full-screen mobile ad format in the Facebook app that has quick load times.
Not coincidentally, Canvas arrived at an incredibly opportune time. Study after study concludes the same basic premise: that consumers are spending more and more time on mobile, and thus brands, if they’re not already there, need to get there — and fast.
Sadly, many brands are still confused about exactly the best way to be effective in the mobile channel. At the same time, nearly as many studies conclude that load times for mobile ads are prohibitively slow for consumers and risk tarnishing the entire mobile experience.
Not only does Canvas address the speed issue, it also opens up a robust set of features for publishers and ad makers, such as drag-and-drop with no coding and capabilities to include video, animation and GIFs.
Nonetheless, this product still warrants a much deeper look, so I decided to do a bit of “reverse engineering,” albeit fairly non-technical, to identify a few pro tips to help brands, publishers and agencies as they unpack Canvas and start to make the most of it.