Facebook is never one to slack when it comes to launching new ad formats that meet specific objectives, such as lead generation, video views, and even event registrations. Now there’s a new format called Canvas that you may want to look into if you want to tell a story, or have a product narrative that is too constricted by the standard ad formats.
Canvas is a new mobile ad format that creates interactive, multimedia ads that are delivered via Facebook post or page ads. Once the user the clicks on the ad, they can see the Canvas ads, and interact with them. Canvas ads are multimedia experiences that ONLY run on mobile, and can contain any mix of video, pictures, text, delivered in a carousel format both horizontally and vertically. For wide or panoramic pictures Canvas also supports horizontal scrolling by tilting the phone left and right. The entire experience allows embedding CTA buttons pointing to multiple destinations, typically web pages for e-shopping or offer claims.
It is important to see Canvas as a multimedia experience and not a single ad, as the production of a Canvas experience involves a ton of design work, and in some cases videos need to be natively produced as well to make the whole experience very integrated. The best way to think of it is a storytelling experience. Daylight believes the Canvas experience is a perfect way to explain brand stories cohesively, while keeping engagement high. For example of a typical Canvas experience, here’s one from L’Occitane.