Facebook Beefing Up Canvas

Facebook announced a host of changes and upcoming new features for its Canvas ads, starting with new “brand-oriented marketing objectives.”

Facebook announced a host of changes and upcoming new features for its Canvas ads, starting with new “brand-oriented marketing objectives.”

The social network said in a Facebook for Business post that Canvas was initially available only for website clicks and website conversions, and it has now been expanded to further objectives including brand awareness and video views.

Facebook also offered a preview of upcoming changes to Canvas, such as templates, the addition of support for 360-degree videos and the ability to link to other Canvas ads. Details follow, from the Facebook for Business post:

Making Canvas accessible for all brands means simplifying the creation experience so marketers don’t have to build them from scratch. Soon, we’ll provide advertisers with templates for Canvas that incorporate the best practices for their marketing use cases. These templates will be available in the coming months, but here’s a sneak peek:


We know that Canvas can capture people’s attention on mobile and drive outcomes advertisers care about. And as we continue to develop Canvas, we are adding features to help make it an even more immersive format, such as 360 videos and links to other Canvas experiences on Facebook.

Adding 360 video to Canvas will give advertisers a unique way to engage people on mobile and encourage them to interact with content.

With the ability to link buttons and images to another Canvas, instead of just to a website, advertisers can create a multipage experience that tells a more in-depth and engaging brand story.

Facebook launched its Canvas ad product in February, and it said more than 150 years have been spent viewing Canvas content on the social network to date.

Readers: What do you think of the changes to Canvas?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.