Facebook starting rollout of image-focused sidebar ads


By Justin Lafferty Comment


In April, Facebook announced that it is making the images in sidebar ads much bigger. The company recently notified Preferred Marketing Developers and ads partners that the ads will start rolling out today.

Facebook gave advertisers a timeline of the redesigned sidebar ads and warned that there will be a “moderate increase” in CPMs as more advertisers take advantage of the more visual sidebar ad format. These ads will also be subject to Facebook’s 20 percent text rule later this summer.

Here’s a look at the timeline Facebook gave marketers and advertisers:

  • June 24: We will begin rolling out the new RHC ad format. Ads that meet the specs 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 onwards: We will expect a moderate increase in CPMs 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.
  • August 1: All new RHC ads that are created on or after August 1 will be subject to the 20% text policy.
  • September 1: The 20% 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.

Readers: What do you think of the larger sidebar ads?