Facebook is testing new ‘immersive ad’ features designed to boost e-commerce

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Facebook says the social network’s latest monetization strategy involves something called Canvas, an experimental feature designed to turn standard Facebook ads into individual mini Ecommerce retailers.

With Canvas, when a user clicks on an ad, a full-screen page is loaded within Facebook where consumers will be able to directly purchase an item, as well as select basic features like item colour. The feature will also be compatible in the mobile version of Facebook, as well as the platform’s dedicated app.

“When people click on products from ads in their News Feed, the mobile websites they’re directed to often take a while to load and aren’t optimized, increasing the chance that people will drop off. That’s why we’re testing a new ad experience called Canvas that helps businesses drive any advertising objective, from brand building to driving sales,” writes Facebook in its latest developer blog.

The social network is also considering adding a new shopping feed set to be displayed under user’s favourites. According to Facebook, the idea behind this feed is to shine a spotlight on brands partnered with Facebook’s Shop section (which launched last year). In the same blog post, the company also touted its new call to action “buy” button.