by Cindy Ratzlaff
According to a post today on the Lujure blog, and at Hubz, Facebook will announce they are dropping some older ad formats and adding some new premium features as of February 29th. The ads will be larger, have more engagement options such as comments and likes directly on the ad, and include video or photos. Basically anything you post on a page can be marketed as an ad. A complete slide show of the Facebook presentation is available here. According to Facebook’s presentation, people are four times more likely to make a purchase when they see their friends interacting with a brand. So Facebook is set to release upgraded premium ads that are heavily weighted to interaction with the comments box, like option and perhaps even the share button under the ads.
Facebook is set to launch six new premium ad options on February 29, 2012.
The new suite of premium ads includes an option to create an ad out of a “Post Like Story,” which is nothing new. But Facebook says brands will now be able to choose to run ads that appear to be posts to their wall, but will only appear as ads and not as wall posts.
Why is this interesting and potentially useful to a brand? Say you’re launching a new product, having a sale or desire to hammer home your biggest brand promise and you want to target only people who are not yet your fans because those folks are already aware of your offer. In the past, your brand would have had to post the special offer to your page wall several days in a row so that the Post Like story would continue to run that offer. Basically, you’d have to spam your own wall to keep the offer as the ad image and message. This new options will allow brands to create a Page Post Story that never runs on their page and is only served up to non-Fans or whomever the brand chooses at set up.
The upgraded ad units are called photo, video, questions, status, events, links, which are all types of posts a brand currently can make to their page. Currently these new ad options may only be offered to premium advertisers who already have, or will have, a Facebook advertising account rep. But rumors persist that these options will be offered to everyone soon.
Along with the expected announcement that Facebook fan pages will migrate to the Timeline design, and these new ad options, administrators and brand managers are scrambling to prepare their clients for change.
So what do you think? Will your brand or business try the new ads when they’re available?