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Facebook shrinks ad offering

Here at SMK we normally report the new ad offerings the various social media platforms are tinkering with. But this week we're bucking the trend to reveal Facebook is reducing the number of advertising options for brands.

Less is more

Ever since its public IPO in 2012, Facebook has been experimenting with different advertising options and currently has 27 ad units on the market. From next week, that number will reduce by more than half.

Facebook announced the shift in a blog post, explaining the move was based around feedback from marketers.

“Today we are pleased to announce an ongoing effort to simplify our offerings. When we work with a marketer, we always start with their business goals, and we are going to do the same thing with our ad products.

“Our vision is that over time, an advertiser can come to Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it”, wrote Fidji Simo, Facebook's product manager for ads. 

On target

One of the features facing the chop is the Questions for Pages product, which Facebook explained was redundant because marketers can already ask a question in a post. 

Ads will now be more uniform in appearance and include more social context.

For example, marketers previously had to purchase sponsored stories in addition to ads. Now when creating a Page post photo ad, Facebook will automatically add social context to boost performance. 

On the money

Advertising currently accounts for 85 per cent of Facebook's revenue, though ad sales slumped early in 2012. Facebook will be hoping its new offering will lure marketers back. 

The new advertising suite will be rolled out over the coming weeks. To learn more visit newsroom.fb.com.

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