Facebook has released statistics on its Canvas ad unit, launched in February this year – which reportedly loads 10 times faster than the average website. In addition, people spent around 31 minutes viewing a Canvas ad, the social media network revealed.
The product allows for entire campaigns – or a sort of microsite – to be built inside it and was unveiled by Facebook chief product officer Chris Cox at Cannes in 2015.
The premise of Canvas is a mobile experience that “people want to spend time in”; that is polished, quick and simple for businesses to create campaigns on mobiles, around the world.
Facebook got together with small businesses, media agencies and large advertisers to find out what they wanted from such a tool.
What they came up with was something that would allow the ads to be built in rapid time; in fact half of Canvas ads are created within 10 minutes or less.
Core elements Facebook heard from the feedback was that agencies wanted to create ads “people cared about” and provided creative freedom such as the ability to host headers, photos, videos, text, buttons and carousels. Examples of how brands have been using the ads can be found in this dedicated Facebook group, or check out this video from Burberry‘s campaign.
Facebook appears to have achieved its aim of building a global ad tool, as people in 186 countries have experienced Canvas in the last two months. The top 10 countries where these ads are being viewed are:
Ad creators can preview their Canvas on mobile before publishing, as Facebook sends a notification to their app they can tap immediately to have a look at the draft, which happens in less than a minute. If you want someone else’s opinion, you can now also send a preview to a colleague’s device.
Facebook has also built Canvas-specific metrics including average view time and scroll depth – and some advertisers have been given access to new metrics such as real-time views and the ability to pause campagins and turn them back on again.
Have you used Canvas ads in Facebook? Comment below or tweet us (@MarkeTechNews) to share your experience.