Facebook has just launched a new feature that will allow advertisers to display full-screen ads on the social media site’s mobile platform. It’s not as bad as it sounds, though; users have to click on an advertisement for it to take up the entire screen.

Facebook unveiled the feature, called Canvas, back in September last year. The company calls it an immersive experience for businesses to tell their stories and showcase their products. Once a user taps on a News Feed ad connected to Canvas, the smartphone’s entire screen will be taken up with interactive elements related to the product that the users can swipe through. These include videos, animations, carousels, catalogs, and tilt-to-view images.

Canvas utilizes the same technology that is used to display photos and videos quickly in the Facebook app. The company says that ads using Canvas load as much as ten times faster than they would on the “standard mobile web.”

Facebook has assured users that the introduction of Canvas doesn’t mean they will see more ads appearing in the mobile app.

The company stated the repose to Canvas has been pretty positive, with 53 percent of users that open one of these ads sticking around to view at least half of it. Some of the top ads are recording more than 70 seconds of view time per user.

Big names already using Canvas include Target, Wendy’s, Universal Orlando, BMW, Macy’s, and Marvel’s Jessica Jones. Facebook said it is looking at ways to expand the feature to its other apps, such as Instagram.

Providing that Facebook sticks to its word and doesn’t increase the overall number of ads it pushes out on the mobile platform - and viewing the full-screen experience remains optional - Canvas seems like a good way for advertisers to show off their products without being annoyingly invasive.