Facebook moves to new full-screen 'immersive' ads

February 25, 2016

Facebook on Thursday rolled out a platform for quick, immersive ads with the potential to become a tempting rival to television commercials.

The leading social network made Canvas available globally as a free tool marketers can use to turn smartphone or tablet into "experiences" mixing videos, photos, text and "call-to-action" buttons.

Mobile ads built with Canvas entice people to scroll through a cascade of full-screen images, swiping along carousels or tapping at points to trigger videos or dive deeply into topics along the way.

"People love these ads," Facebook product lead Paresh Rajwat said of early tests of Canvas.

"They interact with these ads; Like them; comment on them; share them. We see people spending over 30 seconds in these experiences."

Altimeter principal analyst Charlene Li said, who attended the Facebook unveiling, said the new program "is truly linear storytelling."

"Finally, we have an ad unit that can compete with a 30-second ad," she said.

The analyst expected Canvas ads to bite into the multibillion-dollar television ad business, especially if the technology begins to personalize messages to individuals at Facebook.

"I do think this will start pulling from television," Li said.

"The killer part will be when you can customize these ads for each person."

She noted that given what Facebook knows about its members, the potential to personalize Canvas ads is strong.

Ads created using Canvas will be served up the same as other ads at the social network, and will cost the same to advertisers, according to Rajwat.

Canvas ads are designed to work on mobile devices powered by Apple or Android software.

Tom Brown of the creative shop at California-based Facebook likened making Canvas ads to working with Lego blocks, with components like photos, video and text easily "stacked" to simplify making immersive ads.

Explore further: Zynga.com to show Facebook ads

Related Stories

Zynga.com to show Facebook ads

June 22, 2012

(AP) — Zynga is starting to show ads from Facebook on Zynga.com, its stand-alone website that lets people play its online games away from Facebook.

Facebook airs TV-style ads

March 13, 2014

Facebook on Thursday began weaving video ads into people's news feeds at the leading online social network in a move to grab revenue from the lucrative television market.

Recommended for you

Where can I buy a chair like that? This app will tell you

August 23, 2016

If you think you have a knack for interior design, or just want to spruce up your own home, new technology developed by Cornell researchers may help you choose furnishings the way professionals do. And professionals may find ...

Sponge creates steam using ambient sunlight

August 22, 2016

How do you boil water? Eschewing the traditional kettle and flame, MIT engineers have invented a bubble-wrapped, sponge-like device that soaks up natural sunlight and heats water to boiling temperatures, generating steam ...

1 comment

Adjust slider to filter visible comments by rank

Display comments: newest first

KBK
not rated yet Feb 25, 2016
A world without advertising.

No facebook, no television, no newspapers, no magazines, no radio..... and I use ad blockers on the interwebs.....and here at physorg.

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.