As part of Facebook’s overall plan to restructure and simplify its advertising platform, as well as enhance user experience, several new options will become available in the coming months.
A New Look for Right-Hand Column Ads
A new design for right-hand column ads on Facebook is currently being rolled out to make them larger, more engaging and more visually consistent with News Feed ads.
A better experience for users
Right-hand column ads will be up to 3 times larger, but users will see fewer of them. Instead of being cluttered with ads from 7 different brands as before, the sidebar will now focus on only 1 or 2 ad units. The channel’s early tests have indicated that this has resulted in up to 3 times more engagement from users seeing the new design.
A simpler ad product
The new look will use the same proportions as News Feed ads when uploaded, eliminating the need to choose separate images for News Feed and right-hand column placements, though sidebar ads will be smaller when served.
Ad Placement Based on Users’ Browsing History
Facebook will start employing online behavioural advertising tactics in the US, with a wider rollout before the end of the year. At the moment, Facebook employs behavioural advertising based on activity on the channel (ie pages liked and visited).
The goal is for users to be served contextual ads based on shopping intentions (i.e. if a user is researching a purchase based on their searches or app use). The company will provide opt-out and ad preference options, enabling users to be in control of the ads they see.
Download your social channel updates guide for Facebook’s new ad features here.
For more information on recent social changes, or to find out how LHM can help you grow your social activity, email me on andreead@lhmmedia.com or call me today on 0121 237 5260.
