Facebook Doubles Ads Users Can See from Pages They Haven’t Liked

By David Cohen 

BitingTablet650In a quiet move that could mean double the pleasure for advertisers and double trouble in terms of users’ perceptions of Facebook, the social network told ad agencies in an email earlier this month that brands can now serve two ads per day to the News Feeds of users who have not liked their pages, up from one.

Digiday shared the email from Facebook to ad agencies, noting that brands are still limited to four ads per day to users who liked their pages, and, more important, that the total number of ads seen by users on a given day will not increase:

We are always looking to improve the News Feed experience for people. On an ongoing basis, we implement changes to improve the quality and types of content people discover in News Feed. As a part of these changes, starting Aug. 6, we’re making changes to increase the number of times people can see ads from a page in their News Feed per day.

We know that businesses like yourself want to get relevant content to people in News Feed, but have historically been limited by frequency caps. To ensure that businesses are better able to build awareness and drive business results through News Feed, we’re making changes that enable businesses to reach people with more relevant content. With these changes:

  • A single ad can be inserted in News Feed up to twice per day (up from one).
  • Ads from a page that a person is not connected to can be inserted into News Feed up to twice per day (previously only one per page, per day).
  • Ads from a page that a person is connected to can be inserted into News Feed up to four times per day (remains consistent from before).

Agency executives reacted to the news, with OMD Chief Digital Officer Ben Winkler telling Digiday:

These changes raise the stakes. Advertisers who send out high-quality, relevant messages will benefit. Those who don’t will do so at their own peril. People like great content, regardless of the source. But they have zero tolerance for one bad ad, let alone two.

As long as Facebook continues to improve its product and its ad targeting, that level (of tolerance for repeat ads) may be higher than you think.

M80 President Jeff Semones told Digiday that the move by Facebook signified the fact that social advertising is no longer social, adding:

We tell our clients to think of Facebook less like a social network and more like an advertising network.

Readers: How will Facebook users react to this news?

Image courtesy of Shutterstock.