The Eyes Have It: Facebook Touts Success of New Right-Hand-Side Ads

Facebook’s redesigned right-hand-side ads, which it began rolling out in June, are drawing more eyeballs for longer periods of time, according to an eye-tracking test conducted for the social network by global market-research agency Millward Brown.

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NewRightHandSideAdsRollout650Facebook’s redesigned right-hand-side ads, which it began rolling out in June, are drawing more eyeballs for longer periods of time, according to an eye-tracking test conducted for the social network by global market-research agency Millward Brown.

Facebook said in a Facebook for Business post that the new format for its right-hand-side ads delivered the following results compared with the previous design, according to Millward Brown:

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