The ads began rolling out today, as Facebook seeks to increase engagement.
Following the original announcement back in April of this year, Facebook is rolling out its redesigned sidebar ads as of today.
The platform says the new format gives advertisers "a more engaging creative canvas" and means users will see fewer ads.
According to a report, ads that meet the specs for the new right-hand column (RHC) format will automatically be rendered in the large format, and ads that are not eligible will render in the original smaller format. Facebook also says all new RHC ads created on or after August 1 will be subject to the 20 percent text policy, which will apply retroactively to existing RHC ads as of September 1. That's also when Facebook will stop rendering the original smaller format ads, the report says.
In a blog post, Facebook says the redesign is part of an effort to improve ads because "advertising can - and should - be additive to people's experiences on Facebook."
In addition, Facebook says that with fewer ads available, it expects overall competition for ads will increase and some advertisers may see increased prices at auction.
However, increased visibility and "strong targeting features" like Custom Audiences and Partner Categories mean marketers are now better-equipped to "deliver beautiful, relevant messages that help drive key business results," Facebook says.
Mike Proulx, executive vice president of digital and director of social media at advertising agency Hill Holliday, says that posts with images are the ones that get the most engagement.
"Facebook is clearly taking this learning into its sidebar ad unit to see if it can have similar success at thwarting off banner blindness," he says. "If they can actually pull this off and increase click-through rates, that will attract more advertisers and translate to additional revenue for the company."
In early tests of the new format, Facebook noted that engagement from users who saw the ads had tripled.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT