Facebook is launching Canvas, a new evolution of its mobile ad format that promises to let advertisers create multimedia ads that open up into full-screen rich media experiences when users click on them.

The ad unit uses the same technology as the companys Instant Articles features, which enables the ads to load about 10 times faster than an advertisers mobile site, and will enable marketers to integrate videos, gifs or slideshows without fear of content failing to load due to weak connections.

“We made the creative community a priority when we designed and built Canvas,” said Chris Jones, head of creative technology at Facebook Creative Shop. “Its a product that represents our commitment to creative craft and delivering the best mobile experience for businesses and people.”

The Canvas ads will also be priced similarly to current ads, with brands able to choose payment models based on clicks, conversion, reach or frequency, as Facebook increasingly transitions its mobile ad offerings to video and rich media options, as well as in-stream, native offerings that are less likely to run foul of ad blockers.

Facebook announced the launch of Canvas by sharing some of the test campaigns run by brand partners including Coca Cola, Burberry, ASUS, LOccitane and Lowes. The ad format is now available globally for adverts running on Facebooks Android and iOS apps.