The document provides information about two new Facebook features: Audience Optimization and Canvas. Audience Optimization is a tool that helps publishers better understand the interests of their engaged audiences to improve content relevancy and engagement. It includes new audience tags and filters. Canvas is an immersive mobile experience that uses video, images and buttons to tell brand stories. It provides creative flexibility and is compatible with all campaign objectives. Examples of how brands can benefit from each tool are also provided.

1. What’s
Happening
on
Facebook…
Audience
Op+miza+on
for
Publishers
What
It
Is
Audience
Op+miza+on
is
an
organic
targe+ng
tool
designed
to
provide
publishers
with
a
be9er
understanding
of
the
interests
of
their
engaged
audiences.
The
tool
helps
iden+fy
who
is
most
likely
to
engage
with
each
piece
of
content,
improving
the
relevancy
and
engagement
at
both
a
post
and
Page
level.
The
tool
includes
new
audience
tags
and
filters
while
consolida+ng
all
audience
op+miza+on
se@ngs
under
the
targe+ng
icon
in
the
Page
composer.
Audience
Op+miza+on
is
only
showing
on
desktop
and
currently
available
to
all
English-­‐language
Pages.
Audience
Op9miza9on
includes
the
following
three
features:
Preferred
Audience
|
ability
to
add
interest
tags
to
content
to
help
Facebook
connect
people
with
the
topics
and
subtopics
they
are
most
likely
to
engage
with.
Rather
than
limit
the
audience
that
sees
a
post
in
News
Feed,
these
tags
priori+ze
the
topics
that
are
most
likely
to
interest
each
unique
user.
Audience
Restric+ons
|
ability
to
limit
the
visibility
of
certain
posts
based
on
an
audience’s
loca+on,
language,
age
or
gender.
Audience
Insights
|
provides
insight
into
content
performance,
down
to
the
post
level
with
breakdowns
by
interest
tag.
Once
a
post
is
published,
insights
for
the
preferred
audience
can
help
publishers
understand
how
different
subsets
of
people
are
responding
by
showing
reach
and
engagement
metrics
for
each
interest
tag.
This
new
targe+ng
tool
is
not
expected
to
impact
organic
reach
but
is
intended
to
be9er
priori+ze
impressions.
This
means
that
Audience
Op+miza+on
won’t
necessarily
increase
your
total
reach,
but
will
allow
organic
content
to
reach
the
audience
that
is
most
likely
to
engage
with
it.

2. Canvas
What
It
Is
Canvas
is
a
mobile-­‐only
immersive
experience
that
uses
a
combina+on
of
video,
s+ll
images
and
call-­‐to-­‐ac+on
bu9ons
to
further
storytelling
of
mobile
campaigns
with
any
objec+ve.
Brings
Storytelling
to
Life
With
more
crea+ve
control
on
mobile,
canvas
provides
adver+sers
the
ability
to
construct
various
pieces
of
crea+ve
(text,
image,
carousel,
video,
360
video)
to
tell
the
story
that
best
portrays
their
brand.
Designed
for
Mobile
Today’s
Facebook
audience
is
mobile
focused
and
expects
a
seamless,
fast
experience
on
their
devices.
Because
of
its
expressive
nature,
canvas
provides
the
mobile
experience
users
are
looking
for
and
are
more
likely
to
engage
with.
Compa9ble
With
All
Objec9ves
Because
of
its
crea+ve
flexibility,
campaigns
of
any
and
all
objec+ves
can
use
canvas
to
express
their
story.
This
feature
is
na+ve
to
Facebook,
allowing
users
to
experience
a
brand’s
content
without
leaving
their
News
Feed.
Canvas
is
currently
available
to
brands
via
whitelis+ng,
at
no
addi+onal
cost.
Brand
Applica9on
The
way
brands
can
benefit
from
canvas
are
plen+ful.
Campaigns
looking
to
drive
sales
can
create
a
product
feed,
encouraging
users
to
convert
right
there
within
the
app.
On
the
opposite
end
of
the
spectrum,
small
businesses
could
use
canvas
as
a
stand-­‐in
mobile
site,
hos+ng
product
and
contact
informa+on.
With
mobile
being
a
con+nuously
growing
and
evolving
space,
canvas
provides
a
great
opportunity
for
brands
to
explore
new
and
different
types
of
crea+ve.
Tes+ng
these
types
of
crea+ve
and
learning
about
how
your
audience
wants
to
engage
on
their
mobile
devices
is
an
extremely
valuable
insight
that
can
be
provided
through
canvas.

3. Canvas | Creative Example

4. Facebook
Sports
Stadium
What
It
Is
With
over
650M
sports
fans,
Facebook
is
the
largest
community
in
the
world
for
fans
to
celebrate,
commiserate
and
connect
with
friends
and
other
fans.
Facebook’s
Sports
Stadium
is
a
chronological
aggrega+on
of
all
sports
related
content
in
real
+me.
This
creates
a
place
for
sports
fans
to
feel
like
they
are
watching
these
events
with
their
Facebook
community.
Content
in
the
Sports
Stadium
includes:
• Posts
from
your
friends,
and
their
comments
on
plays
• Posts
and
commentary
from
experts,
like
teams,
leagues
and
journalists,
with
easy
access
to
their
Pages
• Live
scores,
stats
and
a
play-­‐by-­‐play
• Game
info,
like
where
to
find
the
game
on
TV
While
there's
no
direct
targe+ng
available,
it’s
probable
that
Facebook
is
gathering
audiences
engaging
with
these
environments
and
aggrega+ng
them
for
Event
Targe+ng.
Sports
Stadium
is
currently
available
in
the
US,
only
covering
American
football
on
iPhone
devices.
Users
can
access
the
Sports
Stadium
by
searching
a
specific
game.
The
pla^orm
plans
to
introduce
other
sports,
around
the
world
as
well
as
new
ways
to
locate
and
stay
in
touch
with
the
stadium
as
the
product
evolves.
Brand
Applica9on
There
are
currently
no
adver+sing
or
sponsorship
opportuni+es
available
within
the
Sports
Stadium,
however,
it
is
likely
to
be
developed
in
the
future.
Organically,
this
is
a
great
feature
for
sports-­‐related
brands
to
begin
leveraging
Facebook
as
a
real-­‐+me
engagement
pla^orm
and
join
a
larger
conversa+on.
Content
shared
through
the
Sports
Stadium
may
result
in
a
larger
organic
reach,
compared
to
that
of
a
user’s
tradi+onal
NewsFeed,
due
to
poten+ally
less
conges+on
within
this
new
space.

5. Improving
Lead
Ads
What
It
Is
Brands
have
been
finding
success
with
lead
ads
since
its
launch
in
late
2015.
Designed
to
provide
an
easy
way
for
users
to
receive
addi+onal
informa+on
from
brands
and
business
they
care
about,
Facebook
has
released
new
updates
to
further
develop
this
ad
unit.
These
new
updates
include:
•
A
new
(op+onal)
context
card
is
an
added
+le
that
pops
up
ader
a
user
clicks
on
a
lead
ad
but
before
they
receive
an
inquiry
form.
This
provides
poten+al
customers
with
more
context
about
an
offer
and
value
proposi+on
before
signing
up
as
a
lead.
•
Ability
to
reach
people
on
desktop
or
mobile
and
use
ads
repor+ng
to
see
which
devices
your
audience
uses
most.
•
Now
available
in
the
carousel
format,
brands
can
showcase
three
to
five
images
and
headlines
before
users
click
through
to
the
lead
form.
Brand
Applica9on
For
brands,
these
updates
will
really
improve
the
downstream
quality
of
leads
by
further
ensuring
the
leads
you
acquire
are
truly
interested
and
want
informa+on
from
your
brand.
Brands
should
also
expect
to
see
an
even
more
efficient
cost
per
lead
now,
compared
to
that
of
other
ad
products,
because
of
these
updated
features.