Facebook’s Instant Articles format, a better and faster version of the web’s standard article page is becoming better by slotting ads within below-the-fold “recommended articles” boxes.
On Thursday, Facebook announced that all Instant Articles publishers can feature ads within the “Related Articles” section appearing below their actual articles. Facebook had started to test these ads in March 2017 and had seen that they generate an “incremental increase” in the amount of money publishers can make per thousand page views, according to a company blog post published on Thursday.
The goal with ads in Instant Articles is to maintain the best reading experience for people while driving revenue for publishers and performance for advertisers.
In aggregate, Instant Articles delivers between 20 – 50% more traffic, compared to mobile web content.
Facebook is investing heavily in new features to help publishers build deeper relationships with their audience through call-to-action units and increase ads monetization, with recent enhancements like adding flexibility in ad placements and enabling new types of Facebook ads.
Advertisers buying Instant Articles inventory from Facebook cannot control whether their ads appear within the “Related Articles” section or not, though they can choose whether to run ads in Instant Articles or not and can block specific publishers or categories of content from featuring their ads.