The Challenges of Using Facebook’s Canvas

Canvas is not without its challenges. The biggest pain point I’ve experienced is simply explaining it to other stakeholders—the creative team/agency concepting and creating the unit and the client that needs to approve it.

Facebook Canvas has been available to all advertisers for about 10 months now, and it’s still going strong.

The immersive, full-screen ad unit is mobile-only and designed to load quickly and utilize features that Facebook users are already familiar with: tilt-to-pan panoramic photos, carousels and looping video, in addition to text, photos and call-to-action buttons.

It’s an opportunity to tell a story with more room than a 1,200-pixel-by-628-pixel ad, and the results have been great: users spending an average of 70 seconds with a Canvas that explained a new product feature.

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