Facebook Will Introduce Canvas Templates for Its Collection Ads

A combination of lifestyle images ads tagged with products within an immersive mobile experience

An enticing combination for retailers?
Facebook

Facebook Collection ads will soon receive a touch of Canvas.

The social network announced in a blog post that it will introduce a new Canvas template for Collection ads, which will be available to all advertisers next month.

Facebook debuted its e-commerce-driven Collection ads in March, consisting of a video on top and four recommended products below.

Canvas, Facebook’s full-screen, immersive mobile ad units, was introduced in February 2016.

Facebook said in its blog post that it hopes the combination of lifestyle images ads tagged with products within an immersive mobile experience will give brands the opportunity to “showcase their products in context and create a more meaningful branded experience.”

The new templates focus on three business objectives:

  • Acquiring new customers
  • Showcasing a business
  • Selling products

The social network added in its blog post, “Advertisers that have a Facebook product catalog can easily use the template to create a rich browsing experience, encouraging product discovery and engagement. After inspiring shoppers, the template’s call-to-action buttons and store locator maps help direct people to purchase.”

Facebook also announced three new updates for Collection ads:

  • Engagement custom audiences, which enable brands to retarget people who have clicked on Collection ads in News Feed or Canvas.
  • Store visits objective, so the ads can be used to drive store visits and in-store sales.
  • Enhanced tracking, allowing businesses to track which products from the Canvas full-screen experience are driving traffic to their sites or applications.