Facebook’s New, Entirely Social Ads Will Recreate Marketing

Leaked documents show Facebook making a radical departure from traditional online display advertising into a world where ads are conversations and brands automatically tell you which of your friends are already on their side.

Facebook appears ready to launch a new set of premium ad units, and, based on a review of documents which purport to describe them, the social network would seem to be doubling down on two core principles that mark fundamental departures from traditional advertising.

First, Facebook is making the new ads social by default, meaning they will automatically show users when their friends have already Liked the advertiser. And the new formats will draw their content exclusively from posts to brands’ Facebook Pages, rather from advertising copy written independently.

Combined, these features make two statements about where Facebook believes the future of online advertising lies–at least in its particular universe. It is saying that ads based on content, rather than messaging, have a better chance of hitting home, and that ads involving tacit endorsements from the people you know have a better chance of capturing your attention.
Read More

Advertisements

How to reach your customers with advertising when they are going mobile

mobile advertising opportunitiesRecently, Forrester predicted that in 2011 marketers will take the training wheels off mobile programs and start investing in cohesive mobile marketing strategies. Without question, one of these cohesive strategies includes the integration of place-based media — traditional out-of-home (OOH) or digital-out-of-home (DOOH) — with the mobile phone. Marketers have come to understand that they can now reach their target demographic at moments of maximum influence (i.e., the point of purchase) using a powerful combination of place-based media and mobile technology that yields greater accountability than ever before. Currently, there are seven critical forms of mobile convergence with place-based media that need to be understood:

Short message service
Short message service (SMS) is the most ubiquitous form of mobile communication today, making it a great tool for place-based media. SMS can easily be implemented across a large scale DOOH and/or traditional OOH network looking to reach a diverse demographic; retailers have been quick to realize this.

Read More