Martin Beck says, “Last April, Facebook retooled its long-neglected right-rail ads, boosting their size and reducing the number of ads that appeared for desktop users. Today, the social network released details about how the new format is performing.

Not surprisingly, Facebook reports, the news is positive. In an eye-tracking test, Millward Brown found that the new ads were more effective at attracting and maintaining people’s attention than the previous format. Compared to the former ads, they are:

  • 29% more effective at attracting views (noticing the ad)
  • 50% more effective at driving dwell time (total period of time spent looking at the ad)”.

Facebook Says Redesigned Right-Rail Ads Are Performing Better

Marketing Land

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