facebook-rhc-ads

Facebook Begins Rollout of Bigger Right-Hand Column Ads

  |  June 24, 2014   |  Comments

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.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...