Facebook recently announced that it’s changing the Right Hand Column (RHC) unit from 100×72 pixels to 600×315, rendered as 254×133. You’ll soon be able to retarget site visitors with larger, more visually engaging ad units in the RHC. Because these ads are critical to a comprehensive retargeting strategy, we thought we’d get a head start on the format changes to ensure continuity and to make sure all our advertisers reap early-adopter benefits.

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So what does that mean for you? We want to make sure the transition is smooth and that you’re using the new format as soon as possible. Starting today, please log in to your AdRoll account and add 600×315 ads to existing RHC campaigns. You can also use any News Feed creative that you’ve already uploaded to your account. These new units will begin to serve alongside your 100×72 ads in June and will eventually become the standard in the RHC. For those of you using dynamic creatives, stay tuned—we’re working to incorporate these changes and will provide updates soon.

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We’re excited for this development: according to Facebook, early tests of large format ads have seen 3x the engagement of the previous unit. It’s going to give advertisers a boost in engagement and performance, increased visibility in a less noisy ad environment, and a standardized ad unit across Facebook. Our advanced segmentation and performance measurement capabilities for Facebook campaigns will remain unchanged.

As always, we’re here to help you every step of the way.  If you have any questions or concerns—or need some recommendations for creative resources to help you create these additional ad units—contact delight@adroll.com or your AdRoll account manager.

Andrew King

Product Manager