Facebook rolling out full screen 'immersive' ads

Facebook has started rolling out a new form of ads on mobile that it hopes will compete with traditional television commercials.

Marketers can use the free Canvas tool to turn ads into "experiences," mixing together videos, photos, text, and call-to-action buttons. These ads, many hope, will be a little more bearable, letting users flick through images and view videos.

Facebook product lead Paresh Rajwat says that Canvas has been testing well. "People love these ads," Rajwat said. "They interact with these ads; Like them; comment on them; share them. We see people spending over 30 seconds in these experiences." To some, 30 seconds may not seem like a lot, but to marketers in this day and age that's very valuable, particularly when it's an engaging or immersive experience.