Does it really surprise anyone that Mark Zuckerberg has his own vision of how advertising on Facebook ought to work? Is anyone really troubled by the fact that he is willing to force advertisers to conform to his wishes by changing the rules yet again?
New ad units and parameters are expected to roll out next week. This continues the evolution of an advertising universe in which Facebook encouraged brands to build apps, buy ads and run promotions to aggregate large audiences. Then Facebook encouraged individuals to sort themselves into sellable segments. Then Facebook created filters using a sophisticated EdgeRank algorithm that essentially eliminated the free reach they enjoyed from spending to collect all those fans. And now, after experimenting with sizes, placements and formats, Facebook offers brands options to buy back the access and the reach they previously enjoyed. If you feel like a rat running through a maze, you’re getting the point.
The new units, which were leaked online, are touted as bigger, more prominently placed, and likely to prompt more engagement, better recall, more brand affinity and greater purchase intent based on research that nobody has seen. They will be better integrated into fans Newsfeeds and will be sold on CPM basis, like broadcast advertising, and because they are intended to be used for awareness and brand building.
The units will be inherently social drawing copy and images from posts on brand pages. They will also automatically clue Facebook friends that you engaged with an ad and give users the options to Like, Share or Comment on the ad messages.
The system is designed to parallel and reinforce the Facebook experience and gestalt, which will materially improve communications for many brands, especially those who took a banner ad approach in their Facebook ads. Ideally the changes will be a trifecta by making Facebook fans, brands and shareholders happy. Let’s see how it shakes out!
they previously enjoyed. If you feel like a rat running through a maze, you’re getting the point.
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