Adage Mobile News
Three 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.
There 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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