Screen real estate is precious. Advertisers pay for airtime on user’s mobile device screens in many different forms. Full-screen social media ads, or an ad on social media that takes over, from corner-to-corner, the entirety of the screen, take over 100 percent of users' attention. Some experiences leave users searching for the “x” button, while others immerse users in a brand environment that adds value to their time on-screen.
Facebook is kind of like the shopping mall of social media. There is a little bit of everything for everyone, filled with promotions and contests with spaces to hang out with your core group of friends. It is also a bit passé. Don’t get me wrong – most everyone still goes.
In fact, 79 percent of U.S. internet-using adults use Facebook, far ahead of the second, Instagram, which clocks in at 32 percent.
Advertisements on Facebook are mainstream and tolerated – the key is making content more rewarding than your standard television commercial or billboard. A recent study by eMarketer revealed that 26 percent of folks that clicked on a Facebook ad purchased the product, with seven percent purchasing and not clicking. When done right, Facebook ads are powerful converters.
Facebook ads fail when you provide a passive experience to users. Social media users in general want to be given something, a thrill or a new piece of knowledge, with ads. Full-screen Canvas Ad experiences give users an active, total brand experience.
The CJRW social media team has had great success with the full-screen Canvas Ad experience.
For Riceland Foods, CJRW developed a social media strategy to geo-target a set of grocery stores in a region for a new product launch. The Canvas Ad introduced users to its new product, Boil-In-Bag. Canvas Ads are excellent tools to use for new product launches because, in one immersive piece of content, a brand can communicate many different aspects of the product.
For United Built Homes, CJRW uses Canvas Ads to introduce users to and immerse users in specific floor plans. United Built Homes’ communication goals include dispelling the idea that they are pre-fab builders. United Built Homes is a custom, or “stick,” home builder, meaning their craftsmen build your home to your specifications from the ground up. It is vertically integrated, with its own lumber yard. Floor plans are used as an inspiration and thought starter. Folks can build the floor plan as-is, or customize to their heart’s content. Canvas Ads allow CJRW to tell the full and nuanced story of building a home and the aspects of particular floor plans, including a virtual tour. Coupling sales, website and social media data, CJRW is able to target the Canvas Ads to niche groups of in-market customers. The effort has paid off.
As an example, the Saratoga Canvas Ad earned an impressive 9.23 percent click-through-rate and 29 direct leads to purchase the home (tracked by pixels) with only $188.81 spent on the ad. Facebook is an excellent driver of conversions for United Built Homes.
For the Arkansas Scholarship Lottery, CJRW created various Canvas Ads to explain how to play tickets and to convey the excitement of winning.
The ad for the “Multiplier Man” Multiplier scratch-off ticket family earned a click-through-rate (all) of 3.09 percent and 2,907 clicks, 1,162 of which were directly to the “Retailer Locator” page MyArkansasLottery.com. On average, viewers watched the Multiplier Canvas Ad 21.47 seconds.
The “Cash Spectacular” scratch-off ticket Canvas Ad earned an impressive 3.94 percent click-through-rate with 5,332 clicks, 2,005 of which visited the “Retailer Locator” page. On average, users viewed the ad 23.04 seconds, higher than normal. CJRW believes the interactive aspect of the Canvas Ad attributed to the longer view time. CJRW art directors utilized the Carousel feature within the Canvas Ad to encourage users to swipe over to reveal a winning Cash Spectacular ticket.
Canvas Ads on Facebook are a great example of immersive, full-screen, storytelling brand experiences. By having users actively click into the Canvas Ad experience, Facebook gives users control and takes away the surprise element by other full-screen ads on other platforms, like Snapchat.
Stay tuned for our next article that digs into the nuances of Snap’s full-screen ad products.