April 9, 2014, 4:11 PM

Facebook moves to featuring fewer, but bigger display ads

The social network says the larger ads attract as many as three times the number of clicks, Likes and comments.

Lead Photo

An image highlighting the new ad format in the right column next to the Facebook news feed.

Facebook Inc. is giving the ads that appear to the right of desktop users’ news feeds a new look, the social network announced today. Only Facebook users viewing the social network on a desktop computer see those ads.

The right-side ads will go from being small to having the same proportions as the larger ads that appear in users’ news feeds. That means that marketers will no longer have to use different images to fit each ad format, Facebook says. 

Tests show the larger ads produce a nearly threefold increase in clicks, comments and Likes, according to a post on the Facebook for Business blog.

The social network also says that it is reducing the number of ads consumers see in the right-hand column, without giving details. The right-hand column typically features about five ads.

Marketers will begin to see the option to use the redesigned ad format later this month, Facebook says. It will require all advertisers to move over to the new look later this year. 

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