Facebook’s Upcoming “View Ads” Feature – What You Need to Know

Facebook is rolling out a new feature, “View Ads,” that enables anyone to view all of the ads of a particular Facebook Page.

This update is part of a wider trend toward transparency around advertisements and political posts. Facebook first outlined these efforts in an official announcement late last year.

The social network has been quietly testing this feature in other countries, and is expected to roll out “View Ads” to the U.S. on June 1st, 2018.

Here’s what we know so far, and what implications advertisers can expect following the upcoming update.

“The View Ads feature is a direct result from the 2016 presidential elections and Brexit, as Facebook political ads played a significant role in those outcomes. Public concerns over data misuse and privacy have prompted Facebook to build more transparency into their ad newtork.”

facebook audience network

-Sarah Sanchez, Manager, Performance Social, CPC Strategy

Facebook’s New ‘View Ads’ Feature – What We Know

Starting June 1st, 2018, anyone will be able to click “View Ads” while on a Page and be able to view ads running on:

  • All Facebook Pages
  • Instagram
  • Messenger

 

facebooks view ads feature example jaspers market

Facebook’s shift toward transparency follows public criticism of “dark posts” and data misuse during 2016’s political elections. This update may pose new opportunities and challenges for brands marketing themselves on the world’s largest social network.

Facebook first announced their transparency efforts last October:

We’re going to make advertising more transparent, and not just for political ads.

Starting next month, people will be able to click “View Ads” on a Page and view ads a Page is running on Facebook, Instagram and Messenger — whether or not the person viewing is in the intended target audience for the ad. All Pages will be part of this effort, and we will require that all ads be associated with a Page as part of the ad creation process. We will start this test in Canada and roll it out to the US by this summer.

 

What Does Facebook’s “View Ads” Feature Mean For Advertisers?

The ability to view all of the ads of a particular page poses some serious implications for advertisers. When the feature rolls out June 1st (tentative date), you will potentially be able to view all of your competitors’ ads.facebook audience network

“With ad transparency, brands will now be able to learn from competitors and brands who have mastered the art of Facebook ads. Use the new function to audit your own creative in relation to competitors to find any areas of creative opportunity you may not be taking advantage of.”

In effect, your ads will also become transparent. Meaning that your competitors will also be able to view all of your Page’s ads.  

woman looking at facebook view ads

This feature is a potential game changer. You will  be able to see all advertisers’ ads, giving you the ability to see the creative of your competition. Finding out what ads your competition is serving up will only be a click away by visiting their Page. 

This feature could be useful for younger brands looking to get a leg up on their competition. Finding out what is working for other advertisers and using that information to optimize their own ad campaigns.

The Final Takeaway

This new feature poses 2 major implications for advertising on Facebook (as well as Instagram and Messenger):

  • You will be able to audit your competitors’ ads and creative*

 

  • Your competitors will also be able to audit all of your ads

 

*Note: Other metrics, such as budgeting and audience targeting, are not revealed with this feature

Sarah says consumers will be able to see all of your ads. Advertisers need to be mindful that messaging is consistent across all channels.

“Any promotions previously kept secret for Facebook fans or specific segments will now be available to anyone who lands on a Page. Utilizing Offer ads will be the only way to keep promotions hidden from outside the target audience. The best outcome possible for brands and users is upping the quality of Facebook ads, where there will be increased sophistication and therefore better experiences for all.

Want to learn more about how to leverage Facebook Ads to your advantage? 

Check out Facebook Product Ads: A Retailer’s Guide To Facebook Advertising.

About the AuthorGreg graduated from CSU Sacramento with a degree in International Relations. After teaching English in Istanbul, he returned home to California to pursue his passion for writing. He has written for a number of exciting industries -- from cryptocurrency projects to cannabis lifestyle brands. Greg is a news and travel junkie who loves far away places, exotic foods, and nerding out to a good sci-fi or fantasy novel. See all posts by this author here.

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