Social media advertising is becoming more frequently used with adverts not just appearing at the side of the screen but also within the news feeds. There have even been false accounts set up sharing links that look like news site articles with intriguing headlines designed purely as ‘click bait’ these sites often lead nowhere or crash once loaded and sit collecting clicks.
Facebook has recently announced a rise in effectiveness of its right-rail adverts after they have conducted tests using eye tracking software to establish whether these adverts are looked at and for how long they capture the consumer’s attention.
This rise has been as a result of a re-design of the exiting style of adverts and has led to a 29% increase in people noticing the ads and a 50% rise in people looking at the ads for a period of time.
Right-rail ads (shown down the right hand side of the news feed) are cheaper that adverts that appear in the actually news feed and are usually less effective however with the above rise taken into consideration the right-rail ads are certainly not lagging too far behind.