Facebook continues to lead online advertising innovation by launching yet another new ad format. Full screen mobile ad experiences are now available to selected advertising accounts and are expected to be rolled out globally in the weeks to come. The full screen canvas shows up when the respective mobile ad is clicked.
How to Set Up Full Screen Mobile Ad
Here are some screenshots of the Facebook Power Editor. You can edit an existing ad or create a new one, eventually you will scroll down to see “Canvas:”
Click in the empty field to view Facebook’s tutorial. It helps to get an overview of what is needed to set up the full screen mobile ad experience and also shows a first impression of a preview.
The Canvas Builder Tutorial looks like this:
Things to Consider Before Getting Started with Full Screen Mobile Ads
Like any new ad format, full screen mobile ad experiences come with the risk of paying for curiosity. People may simply click to see what happens and check out the new feature. On the other hand side, new ad formats on Facebook typically get a lot more reach within the first couple of weeks after the launch. Rumor has it that Facebook pushes new ad formats and boost visibility in the weeks immediately following the launch. It may also just be the fact that there is less competition for new features.
Full screen ads have one big advantage which is that they are likely to generate engagement, more so than many other ad formats. Engagement decreases the cost per click, so this anything that drives engagement should be on top of the list for advertisers. Additionally, the full screen experience is the ideal tool to increase brand awareness and offer something highly tailored to each brand. Sliding carousels and videos are the right choice in this case.
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