Unless you’ve been living under a rock, you’ve no doubt heard about the new kid on the Facebook advertising block: Canvas Ads. Facebook Canvas combines six advertising formats and elements, including photos, tilt-to-pan images, video, and more, so advertisers can create a completely bespoke experience—exclusively on mobile.
Get all the details on every other kind of Facebook format here.
At Sojern, we know travel is one of the best-suited verticals to make the most of this relatively new format. Here’s what travel marketers need to know before diving in:
1. Canvas highlights the need for a mobile marketing strategy
Ideal for storytelling and brand awareness, Canvas is a mobile-only product. And, it highlights the importance of mobile’s role in the dreaming and discovery phase.
Heavy ads with slow load times are one of the biggest consumer complaints about mobile ads, but Canvas avoids this. The fact that it’s mobile-only also means that it’s optimised for a smartphone, with quick loading times.
2. It’s a truly captivating format
When a user clicks on a Canvas ad, the creative takes over the entire screen. This might have been a nightmare on desktop, but for mobile, it works. And a full-screen, interactive takeover means that you have your user’s undivided attention, inspiring them to click, swipe, listen and learn more.
We’ve got tips to ensure your travel marketing campaign is as captivating as can be.
3. Allows potential customers to “try before they buy”
Give your customers a taste of your offering or experience that they wouldn’t get from traditional ad formats. Immersing them in engaging content will then hopefully drive them to your site to book with you. Carnival does an awesome job of this by showcasing what a cruise with them might look like.
4. Do it right, and you’ll see the results
Advertisers who have produced stellar content for Canvas ads are reaping the benefits. Facebook reports that 53% of users who open a Canvas ad watch at least half of it. The average view time is 31 seconds, and the most engaging Canvas ads get over 70 seconds of view time per user.
5. A new ad format means new measurements
You’ll be able to measure things like Canvas Component Duration Percentage: The average percentage of time spent viewing each component of the Canvas ad, so get ready to re-think your customer engagement with this format—it’s not like a standard display or even video format!
6. If you’re just starting out, fear not!
Canvas may seem like an intimidating new format, but don’t worry—you don’t have to go it alone. Get in touch with our travel experts today to find out how to make the most of this exciting format.
About Ashley
Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.
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