Engagement opens doors
Facebook has released 'engagement ads,' an ad format that uses social networking to squeeze word-of-mouth-style impressions out of marketing messages. The service has been in private beta since August.
Ads typically appear on the right-hand side of the user's Facebook dashboard, prompting them to take some sort of action: comment on a movie trailer, for example, or RSVP for the season finale of a TV show, reports The Wall Street Journal. If a person takes action (writes a comment, RSVPs, becomes a 'fan' of the sponsor), their response — and the accompanying ad message — is broadcast to everyone connected to that user:
become-a-fan-honda.jpg
At ad:tech New York last week, Facebook's Chris Pan explained the company's ad model revolves around a single premise: that marketing messages are more effective when they come from friends. Other ways Facebook encourages users to disseminate ad messages include providing sponsored virtual gifts, like 'free' Ben & Jerry's ice cream cone icons on election day, Pan said.
'What we're trying to build is a platform where users can easily interact with the brand,' Pan stated on a panel about advertising in web ap"
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