Facebook: We all know and love it. Most of us will still confess to being obsessed with it. If you have the bberry/iphone app on your phone then you can also admit to being controlled by it. Bored on the streetcar… oh what’s the latest status updates? Bored at work… let’s see what my 100+ FB acquaintances did this weekend by creeping photos. I whole heartily love the social network. Have re-connected with childhood summer camp friends that later on met an elementary school friend of mine and weirdly the three of us had coffee and had the triangle connection. I’ve re-connected with people from high school who at the time would have never given me a second glance. I really do heart it.
Now as a marketer I’ve watched as cpg, alcohol, tech, etc companies have struggled to use the site. Last year I ran banner ads on the home page. They performed poorly. Switched to social ads and the click through rates (CTR) rose. Fan Pages were introduced and the fun began. Marketers who want to properly use this tool need to be engaging. The material has to be in relation to the network. If I’m shopping for fashion and I’m trolling through Flare.com then yes retail ads spark my interest. If I’m trying to figure out which event I’m going to attend on Facebook then an ad regarding Diets for the Stars isn’t that appealing. Yes I’ve seen it. Impressions served. But I’m not a good test market as it’s my job to notice these things. But how many of the new ads on the right hand side can you name off the top of your head? Now how many have you clicked on?
Bring in the new Engagement Widget Ads. The trial run for Tropic Thunder makes complete sense. See Widget Ad on Right hand side. Watch Trailer. Write 5 words describing your reaction to Trailer. Widget ad now appears in your friends newsfeed with your comment below. Interaction w/ ad in a social setting achieved. Cap it at one per day to ensure no piss off factor and bingo bango success.
“Brands will only succeed with these ‘WidgetAds’ if they create content that puts community first, lean on new interactions, integrate with other tools, plan for the long haul, and change how they measure success–traditional Internet advertising tactics won’t apply,” wrote Jeremiah Owyang, a senior analyst At Forrester Research
I’m excited for this new development. Bring on the next.
[Haven’t seen an engagement ad in a while. Even think Facebook is no longer offering them to brands. Well that was short lived.]