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Do you remember the post I wrote a couple of days back - titled “Platform-A’s Goowy widget-based advertising tool, AdSense ads and User Interactivity“! If you are yet to read that post, I would request you to take a look.

Anyways, we have another major shift in online advertising. A popular advertising magazine has just published a new story titled Facebook Tries New Ad Formats (Social network aims to friend more brands within site structure) that says that Facebook is testing new advertisement format called “Engagement Ads” in their own network. However, at present, this ad format is open to a few brands only.

You can also read the story at cnet “Facebook’s ‘Engagement Ads’ tests the waters” and Jeremiah Owyang’s blog titled “What Facebook’s New ‘Engagement Advertising’ Means to Brands“.

However, the most exciting thing about this shift (from traditional text and image based advertising) is that, it has tried to develop an interactive advertisement format in sync with the ambiance of the website - social network and word of mouth marketing.

What happens there?

Visitors can write comments on the advertisement, endorse the brand and share it with their friends in micro networks (smaller groups inside Facebook). It is almost like associating a human being with a brand (you become the brand ambassador of a product you like). Don’t we do the same thing in real life when we were an expensive brand and show it off in our friend circle!

More importantly, the visitor will not be redirected to another website to interact with the brand - this would act just like another widget in your page. Moreover, what can be a better place but one of the biggest social networks in the web (Facebook) to try such things!

In theory, there are high chances that this ad would become successful. More importantly, the brands would get more exposure with these sorts of ads rather than direct selling. What happens when someone publishes his or her Amazon Wishlist! It does not remain just another product in the market - he or she is also endorsing the brand in close network (visitors of the wishlist).

Tim Kendall, Facebook’s Director of Monetization said that they tried to build “ad products that users can interact with in the same way they do with other things on our site.”

Let’s wait and watch if Facebook can make enough money out of it or not.

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