Instant Experience (IX) Ads
Definition
Instant Experience (IX) Ads, formerly known as Canvas Ads, are immersive, full-screen mobile ads on Meta platforms (Facebook and Instagram) that allow users to interact with your content without leaving the app. They combine videos, images, carousels, text, and call-to-action buttons into a single, fast-loading experience designed to capture attention and drive engagement.
Why It Matters
People scroll through mobile feeds quickly, and traditional ads often get lost in the shuffle. Instant Experience (IX) Ads offer a smooth, immersive way to capture attention, keeping users engaged within the platform while showcasing your brand story. By making it easy for users to explore content without extra clicks, these ads boost engagement, lift click-through rates, and drive better conversions than standard formats.
Example
A luxury travel company could use an IX Ad to showcase a new resort. Users can scroll through panoramic images, watch short videos of amenities, swipe through room options, and tap a booking button without leaving Instagram. This interactive, rich-media experience immerses users in the brand, making them more likely to convert than a static ad or external landing page link.
Additional Insights
The key to effective IX Ads is combining high-quality visuals with clear messaging and strategic calls-to-action. Including elements like carousels, product catalogs, and lead forms can enhance performance. Integrating IX Ads with Meta’s targeting tools, such as Custom Audiences or Lookalike Audiences, ensures your ad reaches the right users at the right time. Regular testing and optimisation help identify which combinations of media and messaging drive the best results.
Bottom Line
Instant Experience Ads transform mobile advertising by creating immersive, engaging, and conversion-focused experiences. When executed thoughtfully, they capture attention, encourage interaction, and deliver measurable business impact while keeping users fully engaged within the Meta ecosystem.
