Facebook’s redesign news feed is an attempt to de-clutter to experience for users and provide impactful ad slots for brands. Damian Routley, founder and CEO, Glow discusses the impact of the revamped Facebook ads for digital campaigns.
Facebook’s revamped news feed is a very important development for brands given that the majority of interactions they have with consumers are via this channel. The layout of the platform will be consistent across all devices in response to the increasing use of mobile phones.
A key feature of the news feed is an emphasis on more impactful creative formats, which users can chose to see more of. There has also been a significant ‘de-clutter,’ which will allow the best content greater visibility.
Overall, the redesigned news feed provides a greater visual impact for the most effective native advertising formats, and as such, perform well when measured on conversion metrics (ROI/lifetime value of user groups)”. When these visually engaging formats are twinned with an advanced targeting segment, e.g. Custom Audiences or Action Spec Targeting, they can often deliver the most conversions and ROI as well. By increasing the size and page dominance of these ad formats, Facebook is ensuring that its value and performance are maintained.
One could also argue that there are even bigger benefits here for brands with a large following (and an opportunity for others to build one), as advertisers will now be able to target specific audiences with much more impactful creative.
With a wealth of new advertising opportunities available online for companies, there is even more of an opportunity to establish Facebook as a core part of your marketing plan, bringing with it engaging creative formats and well-placed, targeted ads.
In essence, the key for advertisers will remain the same: ensure that the content is engaging, while avoiding negatively disrupting Facebook users’ experience.
By Damian Routley
Founder and CEO
Glow
http://www.thisisglow.com/
