Simplification update: Ad formats August 2013

It should be simpler.

Simplification is the effort to provide advertisers with a consistent and intuitive experience that leads to effective advertising results.

1 Streamline our ad units to eliminate redundancies

2   Provide consistency across our ad formats

3   Bring the best of sponsored stories to all ads

Update on the three pillars of simplification

Update on the three pillars of simplification

✔ Streamline our ad units to eliminate redundancies

Launching September 10 Provide consistency across our ad formats

In planning Bring the best of sponsored stories to all ads

Consistency across ad formats

Updated formats: Consistent, performance-driven

• Larger image drives more engagement, better performance

• Same aspect ratio across News Feed (mobile and desktop) makes buying more predictable

• Similar elements appear in each placement—message, media, post details

• Comparable designs across different ad units reduce complexity in our products

Desktop News Feed Right column Mobile News Feed

So what does this mean for you?

Showcase your brand or products with larger images (ex: Page likes)

8x larger

4x larger

New format Existing format

No more struggling with different aspect ratios in desktop and mobile News Feed (ex: Offers)

1:1  

2:1  Difficult to optimize across placements

Same ratio 1.9:1  

New format Existing format

Page post link ad optimized to drive online conversions with larger, clickable image

New Page post link ad

Existing Page post link ad

Page post photo ad w/ URL

3.5x

larger image than existing Page post link

Clicks offsite

Detailed comparisons by ad format

Page post link ads

* Grayed out screenshot means the format is changing for that placement

* *

Desktop News Feed Right column Mobile News Feed

Offer ads

* *

*

* Grayed out screenshot means the format is changing for that placement

Desktop News Feed Right column Mobile News Feed

Page like ads

* *

*

* Grayed out screenshot means the format is changing for that placement

Desktop News Feed Right column Mobile News Feed

Event ads

* *

* Grayed out screenshot means the format is changing for that placement

Desktop News Feed Right column Mobile News Feed

Schedule and details of changes

Simplified ad formats launch on September 10

•  To give you more flexibility to optimize creative, we will also begin rolling out the ability to select specific placements

•  You will be able to select News Feed only or right column only placements

•  We will begin rolling out in Power Editor and API on Sept 10, then expand to Ads Create tool in following weeks

•  We will continue to make improvements over the coming months for even more consistency and efficiency

•  As of Sept 10 all interfaces will prompt you to create these redesigned ad formats

•  You may not create ads in these new formats before Sept 10

•  Existing ads will continue to run in current formats if they aren’t compatible with new designs

•  All details about the new formats are in our updated Ads & Sponsored Stories Guide

Update on the three pillars of simplification

1 Streamline our ad units to eliminate redundancies

2   Provide consistency across our ad formats

3   Bring the best of sponsored stories to all ads

Update on the three pillars of simplification

✔ Streamline our ad units to eliminate redundancies

Launching September 10 Provide consistency across our ad formats

In planning Bring the best of sponsored stories to all ads