CANVAS Carnival Cruise Line ran its first Canvas campaign to target a broad audience of potential newcomers to cruising. The advert takes over the whole mobile screen so that users can scroll through the rich imagery, showing off the cruise ship, the ports of call and holiday activities. REALLY, REALLY USEFUL BITS TELL A STORY Adverts with the Canvas experience perform better when the creative both tells a story and promotes a product. For example, feature a collection or attributes of a product rather than a long list of products. MAKE IT INTERACTIVE With Canvas, you can also include horizontal scroll elements so people can explore your story more deeply. This lets people engage with the products or attributes that resonate most with them. EXPERIMENT This is a new in-app experience. Marketers are exploring innovative new ways and using creative elements to achieve their business objectives. CRCROSOSSS-BORDER BUSINES-BORDER BUSINESS HANDBOOKS HANDBOOK