Marketing Stuff

Canvas Ads are a Destination, not an Ad (Spec Sheet)

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Creativity in your advertising can set your brand apart. Canvas Ads offer a unique experience for your audience to be immersed into experiencing your brand. This ad unit is more a destination, then it is an ad. Why? Because users click into what can be described as a min-website that offers more than just a quick video, or a still picture.

Canvas Ads are native to the Facebook application, so this means that although the engagement with your Brand will stay within the Facebook app for the most part, (advertisers still have the link click capability attached to the creative) however, the typical slow-loading click away to a landing page experience will not be interrupted by the average 40% bounce rate.

Storytelling comes to life

Canvas helps connect you with your potential customers in a seamless, in-app experience on Android and iOS. Leveraging the same technology used to display photos and videos quickly in the Facebook app, Canvas loads quickly, as much as 10 times faster than the standard mobile web.

Here’s what a Canvas Ad looks like ‘unfolded’

Facebook Canvas Ads are a Destination

Canvas provides advertisers unprecedented creative control on mobile. You can easily build your Canvas using a combination of videos, still images and call-to-action buttons. In Canvas, people can swipe through a carousel of images, tilt to view panoramic images and zoom in to view images and videos in detail.

How can an advertiser use a Canvas Ad?

Advertisers can use Canvas in place of a mobile website. Brand advertisers can use Canvas to tell their brand story. Direct response advertisers can use Canvas to drive people down the funnel. E-commerce advertisers can use Canvas can showcase their product catalog and drive people to their website or app to purchase.

Check out the Canvas site for Examples: https://canvas.facebook.com/

Here are the Overall Specs for Canvas:

Recommended image size: 1,200 x 628 pixels

Image ratio: 1.9:1

Post text: 90 characters

Headline: 45 characters

“Tap to Open” CTA: Added by system, non-customizable

Photos

Images use the full width of the screen by default.

Full width image is 1080px @3x.Images used for ‘Tilt-to-pan’ can be wider. (see right)

Full height image is 1920 @3x.

Images have two sizing options:‘Fit to width’ ensures the image is full width and allows for variable height.

‘Fit to height’ forces the the image to fill the screen top to bottom. If the image bleeds off the left and right edges, the image will have the ‘Tilt-to-pan’ behavior. (see right)

.png, .jpg file types are supported.

Use a video to emulate an animated gif.

Tilt-to-pan

This feature allows a user to tilt the phone to the left or right to reveal more of the image. To enable this, select the ‘Fit-to-height’ option in the Photo component of the Create Tool.

While the image can scale up to 5x the width of the screen (5400px), we recommend 3x (3240px) for performance and usability.

Image starts centered.

The image is always 100% of the screen height (1920px).

Video

All videos will be set to autoplay with sound on and to loop. Like images, videos can also be set to appear full frame and will gently snap into place.

Videos should be a minimum 720p (if full-screen, the preferred aspect ratio is 1.78:1); 750×1334 for full screen but may be smaller if they only take up a portion of the screen. Videos should be encoded in mp4 or mov format.

Each unit can support 1 or more videos. The total of all videos must be 2 minutes or less.

Build for portrait. Video will resize for landscape and play just the video pack in the pillar box.

First frame of video is poster frame (thumbnail).

Carousel

Images in carousels use the full width of the screen by default. They must also maintain the same dimensions from image to image. There is a max of 10 images per carousel.

Images can be full height or just partial height.

If you want text to h-scroll with the images, you will need to render the type in the image. To make the text appear to be separate from the photo, you can render the text on a solid color background with the same image area as the photo.

The pagination dots always appear along the bottom edge of the image. A light gray gradient is added to the bottom edge of the carousel images to provide contract for the pagination dots.

Text

Canvas units can have multiple blocks of text up to 500 words each. The text will be displayed against a background color set by the theme (white, dark gray).

Font face: Serif, sans serif

Font size: 6-72pt

Font color: #rrggbb

Alignment: Left, center, right

Font style: Bold, italic, underline, applies to whole block not individual words

Buttons

Each Canvas must have 1 or more CTAs. CTAs are button that link to external URLs.

Buttons can either be filled with color or outlined with the background color showing through.

48px high

30 character limit

48px padding top and bottom

Font: Serif, sans serif

Font color options

Fill color or outline color options

Getting started with Canvas

Canvas is currently available in the website clicks and website conversion objectives. You can create a Canvas in the Canvas Editor (located in the Publishing Tools section of your Page).

To learn more about how to build a Canvas, visit the Help Center: https://www.facebook.com/business/help/1659484897658040

About Chip Souza

Chip has a special enthusiasm for helping small business start-ups and executing digital projects with fresh ideas. Chip can solve the Rubiks cube in under two minutes. He drinks a strong coffee, but not in a pretentious way. He especially likes short bio's written in third person.