Facebook is getting more determined to make sure that you see their ads, and they’re doing that by greatly increasing the size. In the coming months, new ads will start to appear in the site’s right hand column. Due to their size, they will be more prominent. But Facebook says that there will be fewer of them, too.
TechCrunch is speculating bigger ads that are fewer in number will probably also be more expensive. However, Facebook claims that the new ad format brings in three times more engagement than an ordinary ad. That seems natural if it is larger and more obvious on the page. So it may prove to be cost-effective for companies that are looking to aggressively market a product.
On its Facebook for Business blog, the company claims that the updated look will make right-hand column ads:
“. . .more visually consistent with the ads that appear in News Feed.”
The right-hand column ads will use the same proportions as desktop News Feed ads, making it easier for ad designers to come up with a one-size-fits-all ad design.
One slight hiccup though is that any right-hand column ads will not be seen in the mobile version of Facebook, since that column is not seen on mobile devices. This is slightly problematic since over half of Facebook’s revenue comes from mobile services.
The new design comes hot on the heels of Facebook’s decision to get a bit more aggressive with its attempt to get business users to buy advertising. Business pages are seeing the reach of their status messages decrease as Facebook seems to be putting more pressure on business users to pay for sponsored posts.
Now the ads are getting bigger, and it probably won’t be long before we have auto-playing video ads. The question remains whether businesses facing Facebook’s new pay-to-play strategy will remain with the site. Or will they leave in droves?
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I don’t see people leaving in droves over the right side ads. They’ve been ignoring them for so long already (can you even remember how many appear over there?)
Facebook has most people hooked because it’s the way they stay in touch with their friends & family. Replicating those connections on a different platform involves a huge switching cost. People will stay until a suitable replacement comes along.
Robert: I agree with you. My question: When will the ads become “smarter” and more interactive and carved out in a personalized way? Facebook has a “data mine” of information about the users, why aren’t the advertisers taking advantage of this?
I am okay with bigger ads but I am wondering how much more they are planning to charge for it. If it is too expensive, then it is better to stick with old ads. Or better yet, it is better if there are no big ads at all.