Redesign of Facebook banners is long overdue

28 January 2010

It comes as no surprise that Facebook plans to axe its online ads early next year (nma 10 December 2009). In my opinion, the format has needed changing for months. Earlier this year we asked 2,000 people whether they had clicked on a banner ad on a social network. Only 4% said they had and 5% thought the information contained in the ads helpful.

While Facebook’s announcement is a step in the right direction, it’s important that other social networks take note to improve click-through rates and interaction. To maximise success on social networks, companies need to run targeted campaigns and place ads that are tailored to the needs of their audience. They also need to bear in mind that users logging on to social networks are there to network and not necessarily to shop.

Companies need to work harder to make sure they convey information that captures the attention of consumers as well as adding value to their overall online shopping experience. Only then will brands see any true ROI from the ads they place.