New Facebook Engagement Ads

Adage Mobile News

adage_digitalThree marketers — Paramount, Betty Crocker and Adidas — are quietly alpha testing Facebook "engagement ads," units that let users become "fans" of a brand, comment on an ad or give a gift directly from an ad, making the process of doing those things far easier and likely leading to more brand fans on the site.

facebook_tshirtThere are three types of the new ads. One lets users comment on an element of the ad, such as a video or image. Another format lets users give a gift without leaving the ad. A third format lets users become fans of a brand without having to leave their profile pages and head to the brand page, as they do now. When users take action, it is broadcast to a handful of friends in their networks; marketers can choose to buy distribution beyond the organic delivery.

Also critical: being what she called "hyper-surgical" about targeting the right content to the right people.


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