In April, Facebook announced plans to overhaul the right-side column ads. Long-term concerns about engagement and visual quality led to these changes. Facebook is selectively rolling out the new right-side ads with a complete transition occurring August 1st. Here is what you need to know about the new format along with expected impact of the change.
The new ad format results in a number of changes:
- Pictures will be 600×315 pixels, an increase from the current size of 100×72 pixels
- Images will be the same proportion as newsfeed images, meaning you no longer must maintain two sets of creatives
- Text will appear below the picture and adhere to the current character text limits
- Facebook will show up to 3 ads at a time, down from the current 7 ads in the right-side column
These visual changes are expected to impact ad inventory and pricing. Competition should increase for these ad spots with CPM’s increasing in-line. We will have to wait and see the overall pricing effect.
The ads should also be more engaging, resulting in higher click rates. In initial testing, Facebook saw a 3x increase in engagement.
In the meantime – go ahead and prepare your creative for the new right-side ads. As the transition occurs, continue to monitor performance versus newsfeed ads. Previously there was a large difference in cost and engagement between the two ad types. We expect the new ad format to bring performance closer together.