Facebook’s Engagement Ads - A Big Market
Posted on August 26, 2008
Posted by Tom Turnbull
Facebook recently announced that it is launching what are called “engagement ads.” These ads allow users to interact with the ad itself. For example, users can leave comments, view rich media, send a gift, and become a “fan” of the advertiser.
c|net’s Caroline McCarthy argues:
But what Facebook calls “engagement ads” won’t be the magical cure, because it simply won’t work for most advertisers. Rather, it’s a niche option that will probably lead to very successful campaigns for some brands–and high-profile blunders for others.
This is where I slightly disagree. While I do agree that such ads are of more obvious utility for well known brands with content at their disposal, the market is much larger.
I’ve had the opportunity to speak with some very creative marketers. “Boring” brands can certainly do well in this context. Successful campaigns need one or more of the following to succeed: entertainment, utility, self expression and/or economic interest.
Advertising products like Facebook’s engagement ads and SplashCast are applicable to a very wide range of advertisers. Furthermore, this approach should be seen as a requirement in the social network context.
So, why not toothpaste, tomato soup or staplers?
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SplashCast is a leading provider of social marketing solutions that gives brands direct access to teens and young adults where they live: social networks.
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