Summits Yellow

Publishers using Facebook's Instant Articles can now show more ads

Tyrone Stewart

Facebook Instant Articles adFacebook has begun trialling ads at the bottom of Instant Articles with all publishers, after the social network began testing them as part of its Journalism Project a few months ago.

The test means native ad units will be placed in Instant Articles that show readers relevant ads, within related articles, from Facebook’s advertisers. Since the test began, Facebook reports that publishers have seen an incremental increase in average revenue per 1,000 page views.

“As always, our goal with ads in Instant Articles is to maintain the best reading experience for people, while driving revenue for publishers and performance for advertisers,” said Harshit Agarwal, product manager at Facebook, in a blog post. “We know that Instant Articles provide a better, faster reading experience for people on Facebook, which we’ve seen drive a significant boost of traffic for publishers. In aggregate, Instant Articles delivers between 20 and 50 per cent more traffic, compared to mobile web content.”

According to Facebook, there are now more than 10,000 publishers around the world using Instant Articles – growing over 25 per cent in the last six months – and it pays out more than $1m per day via the Facebook Audience Network.

Facebook says it will also invest heavily in features to help publishers build deeper relationships with their audience.