What are the challenges of using rich media to advertise on social networks?
These challenges are compounded when working on mobile channels, where marketers often become caught in the middle of a timespend tug-ofwar: Facebook wants to keep users on its mobile app for as long as possible, while users have limited patience for anything that serves as an unwanted distraction or that keeps them from reaching their intended goal.
Is Facebook's Canvas The Middle Ground We've Been Looking For?
Officially launched at the end of February 2016, Facebook characterizes Canvas as an immersive, expressive mobile-optimized, post-click experience. As this TechCrunch article explains, Canvas ads feature interactive elements like animations, carousels, product catalogs, tilt-to-view images, and videos that load quickly and seamlessly. They provide mobile device users with a tactile way to explore a brand's offerings, gather vital product information, and even complete a purchase—all without having to leave the Facebook app environment!
Additionally, these units also remove the technological constraints that low-power mobile sites typically put on content. Marketers get a full screen of creative real estate to work with, while avoiding the need to develop a mobile-optimized for consumers to use.
What Do Facebook's Users Think Of Canvas?
The early signs are encouraging. According to Facebook, beta tests by brands such as Gatorade, Michael Kors, Wendy's and Target demonstrate that users generally enjoy these ads:
What's The Best Way To Start Using Facebook's Canvas?
These enhanced ads can easily be built with Facebook's code-free, drag-and-drop tools and templates, and Facebook is currently charging companies the same price for Canvas units as a regular News Feed ad.
We recommend taking a more strategic and aligned approach to incorporating any new ad units into your marketing plan—mobile, social, or otherwise. Marketing successes hinge on a business' ability to sustain interest, support intent, and extend interactions to conversion and beyond.
Would you like to take advantage of Facebook's newest mobile marketing opportunity? We would like to help you use integrate this technique as part of an overall plan for building a loyal, trusting relationship with an engaged consumer—one that will last long after they've admired the Canvas you've painted for them.
Contact Us to discuss the many opportunities for business growth using a smart and scalable multi-channel attribution practices.
Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.
We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.
Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.
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