Facebook to drop skyscraper ad format

Facebook is to drop skyscraper banner ads on its sites outside the US when its advertising sales deal with MSN comes to an end in January.

Facebook

The social network currently serves skyscraper display ads on its site as part of an ad-serving deal with Microsoft, but will replace this for its own text and image format when the deal comes to an end on 1 January.

Speaking at nma Live: Marketing to Young People on Social Media this morning, David Parfect, agency sales group head at Facebook, said the company is dropping the use of its skyscraper banner format because it delivers poor user experience.

“Skyscrapers are currently sold by MSN. We will be removing this format when the deal comes to an end, apart from in the US. It doesn’t fit the user experience because users are more in tune with reading text and image ads. We will get comments from agencies for offering Flash ads but they don’t work in Facebook,” said Parfect.

Other speakers at the event included Christian Howes, digital solutions architect at Webtrends, Kristian Carter, founder of youth marketing blog CrazyEpic.com, and Nick Suckley, managing partner at media agency Agenda 21.

This story first appeared on newmediaage.co.uk

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