Dive Brief:

• Facebook revealed this week that its new right-rail ads, which were redesigned earlier this year, have dramatically improved performance. 
• Milward Brown conducted an eye tracking test that showed the larger-sized ads were 50% more effective at driving dwell time, among other improvements. 
• Advertisers are reporting better conversion rates as well— digital marketing platform TellApart saw a 100% click-through improvement for example. 

Dive Insight: 

It's impressive what just a bigger size—and fewer— ads on a page can do for the Facebook's ad results. Often thought to be ignored by users, studies like these prove the spots are driving results. In the future, Facebook will likely have to keep improving and changing the formula to keep users on their toes and avoid ad blindness, something that happens so often with display ads.