Facebook adds 3-in-1 ad unit to News Feed

ads logoFacebook is trying a new design for ads in the desktop News Feed, grouping ads for three different pages into one horizontal “Pages You Might Like” unit.

The new format, which began rolling out over the weekend, helps Facebook fit more ads in the feed without taking up much space. The three-in-one unit is similar to what Facebook has been doing in the mobile feed since August 2012. Now the ads in the mobile module will appear on desktop simultaneously. The ads here are mostly Sponsored Stories, which mean a user has a friend connected to the page, but non-social ads seem to occasionally appear in the unit as well.


To increase revenue, Facebook needs to move more of its ad inventory from the desktop sidebar to the feed. Feed-based ads have higher clickthroughs and generate more revenue per impression. The social network can put a lot more ads in the sidebar, but these are not as effective for advertisers and they don’t translate to mobile. However, ads in the feed can be more interruptive for users, and the balance for Facebook is a delicate one. Creating ad types that are useful and even enjoyable is going to be necessary as more paid content is being slipped between the posts from people and pages that users want to see.

Facebook also began testing a “Games your friends are playing” module in the desktop feed this weekend. The design is similar to “Pages You Might Like” but the example we saw did not include any paid suggestions. We have not heard back from Facebook whether this module will include ads. [Update 1/28/13 11 a.m. -  Facebook tells us this unit is not currently eligible for advertising. Apps that are included in App Center and have App Center screenshots can appear in this module organically.]


Facebook Marketing

Mediabistro Event

Facebook Marketing

Starting January 13, work with the group marketing manager of social media at Microsoft/BingAds to grow your business on Facebook! In this course, you’ll learn how to set up your company page, understand Facebook best practices, and execute a monthly content strategy. Register now!


Leave a Reply

3 Responses to “Facebook adds 3-in-1 ad unit to News Feed”

  1. Facebook News Feed Ads Start Appearing In Threes - AllFacebook says:

    [...] to figure out the most efficient, yet least obstructive way to show advertisements. Sister site Inside Facebook reported Monday that the social network is rolling out news feed ads for the desktop that are [...]

  2. allfacebook.de | Facebook Werbung: Neue 3-in-1 Sponsored Stories im Newsfeed says:

    [...] (via InsideFacebook) [...]

  3. Facebook looks to drive players to games with News Feed modules says:

    [...] headline, “Games your friends are playing,” which was used when the module debuted in late January, is still in rotation for some [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Assistant Editor

8 Inc.
New York, NY

Copywriter & Editor

Santa Monica, CA

Director of Marketing & Communications

Neumans' Kitchen
New York, NY

Social Community Manager

Tallahassee, FL

Editorial Director

Phoenix House
New York, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us