In their Facebook mobile news feeds some users will be seeing a new type of ad format. Actually, the ad format remains the same and instead the layout is different. Most mobile users see a box containing suggestions for three brands they might like because some of their friends like those brands. A small number of users will now see a very large photo for a single brand and then a statement that some of their friends like the brand. The new ad layout is much more visual and reduces the number of brands form three down to one.
While the testing is still out, this is probably a good development for the education marketing company. Discussing this new ad layout, Facebook has acknowledged that mobile news feeds are interacted with differently than the right sidebar on the desktop version. Users want a more visual layout. There might be some concern about the drop in the number of brands, which will minimize exposure but that drop is going to be outperformed by the visual nature of the new layout. The drop in the number of suggested brands also makes the ad seem less intrusive into the news feed, as though it were one ad instead of three.