Instagram Testing App-Like Canvas Ads Within Stories Feed
Facebook has gotten much praise from its Canvas ad format for some time and the social media giant will now bring this format to their creative app, Instagram.
In 2015, Facebook debuted the mobile-only ad format to appeal to brand advertisers that wanted a more creative approach on the network. This mobile-only ad format, Canvas, is the most inventive way an advertiser could get on Facebook by being a creative sink. Similar to Apple’s iAd format, Canvas ad campaigns resembles apps more than ads. The full-screen Canvas can contain full-screen and in-line videos that play automatically, photos carousels, and panoramic photos that people can swipe or tilt around to see more. Advertisers can also ad text and links to these ads.
Facebook is now integrating the Canvas ad format in Instagram stories so advertisers can tell compelling brand and product stories. This is possible as Canvas offers a seamless extension of a full screen immersive experience. The test is limited to certain brands buying ads through the photo sharing app’s API for now. With an official extension of Canvas to Instagram being something to come.
This move also shows that people are willing to swipe up on Instagram stories as well as the ads within the stories. Users will need to swipe up on a story ad in order to see the Canvas that is attached to it. With links within Instagram stories being a huge traffic driver along with Canvas’s popularity among advertisers, this seems like a recipe for success for Instagram Ads.