Advertising on Facebook is set to become more seamless for SMEs with the launch of full-screen mobile advertisements.
The new feature, dubbed Canvas, displays a fast-loading full screen advertising “experience” that allows Facebook users to browse through products before heading to the retailers website to make a purchase.
See more: The most popular brands on Facebook in Australia revealed.
Facebook has been revamping its advertising model, saying in December that around 81% of Australians have used Facebook to connect with a small business.
Canvas was previewed by Facebook back in October, and after being successfully trialled will be available from today.
Currently, clicking on an ad in the News Feed would often redirect to a slower mobile website for brands, which risked losing potential customers.
Canvas uses the technology Facebook uses for their Instant Articles, making the average load time for Canvas around 10 times faster than an advertiser’s mobile site.
Advertisers will be able to make Canvas ads integrating images, video or slideshows.
Similar to current Facebook ad offerings, SMEs can pay based on clicks, conversion, reach or frequency.
As well as Canvas, Facebook is innovating in a number of ways to benefit local businesses such as the search engine feature which displays businesses with the best Facebook reviews and ratings.
There has also been a push to improve communication between SMEs and their customers on the social networking platform.
Businesses can now set their average response time for private messages, giving customers clearer ideas of how quickly their queries will be answered.
The inbox has also been redesigned to give businesses context about the customers messaging them, allowing them to add notes about a customer’s current orders or past service preferences.
When a Facebook user sends a private message to a business, the business will be able to see any past interactions the person has had with the page and information the person shares publicly on their Facebook profile, such as their current city.
Canvas is the next step on from the introduction of Carousel, which allows advertisers to place up to five images with links in a single interactive ad.
Canvas is already being implemented by big brands like Target, Macys and Netflix’s original series Jessica Jones.
Ronelle Richards is a former SmartCompany journalist. She is currently studying a Masters of Journalism at The University of Melbourne and has previously worked as a journalist and photographer at rural newspapers.
