Facebook rumoured to introduce new ad format, with 80% improved performance

Fresh out of the Facebook rumour mill comes news that they may be introducing a new premium ad format. According to reports, the new ads product was accidentally leaked in an email, which contained a full slideshow of the new ad features and how they are expected to perform.

Specifically, they claim that these new ads are expected to lead to a 40 per cent increase in engagement, and an 80 per cent increase in the likelihood they will be recalled. Given the ambient nature of Facebook ads – acting secondary to the social experience you’re there for – this second figure will be particularly good news for brands.

Further, Facebook are claiming these ads will result in an uplift of 16 per cent of fans on pages, which is addressing concerns many brands have now about how the switchover to Timeline will affect them. As well as offering new premium ad formats, Facebook will also be phasing out current premium ad formats.

Improvements to the ads include targeting options for any type of page post, but most importantly, more prominent social information from friends who like a page which will be expanded within the ad:

To reinforce the fact that Facebook is placing more and more emphasis in the newsfeed, you will be able to comment on these ads without having to go to the Page itself. This will be accessed by expanding the ad:

It’s expected that these new ads will be announced formally at the Facebook Marketing Conference on February 29th next week, but for now you can review the (rumoured!) updates in the slideshow below: