Facebook rolls out ads for its right-hand column

Facebook is giving advertisers prime real estate on its platform as it rolls out its new right-hand column ads format today.

Last week, the social network announced the new format, touting the much higher level of engagement it expect for them. That news serves to placate advertisers who were told to expect high prices due to the high competition over the limited ad units.

Facebook has plenty to prove when it comes to engagement on ads, last week a damning poll from Gallup reported that over 62% of adults said social media ads didn’t influence their buying decisions. 

Here’s what the ads will look like:

Facebook also sent out a timeline to marketers and advertisers, telling them what to expect in the months to come.

Here’s the timetable (via InsideFacebook.)

  • June 24: We will begin rolling out the new right-hand-column ad format. Ads that meet the specifications for the new RHC ad format will automatically be rendered in the large format. Ads that are not eligible will render in the original smaller format.
  • From June 24 onward: We will expect a moderate increase in CPMs (cost per thousand impressions) as ads start rendering in the larger format. CPMs will increase over time as more advertisers adopt the new, larger ad format and stop using the original, smaller format ads.
  • Aug. 1: All new RHC ads that are created on or after Aug. 1 will be subject to the 20 percent text policy.
  • Sept. 1: The 20 percent text policy will apply retroactively to existing RHC ads. We will also stop rendering the original, smaller format ads, so all of your RHC ads must be updated by this time.

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