Facebook now offers a unique interactive feature on its advertising messages. If you are promoting a facebook page or group or an event, the viewers have the option of signing up as a fan/join the group/RSVP with a single click, within the ad. I have yet to log in to this system to make my ads interactive, but my view is that this will offer higher revenue streams to facebook with similar ad placements because an opt-in for an offer is obviously going to be priced higher than vanilla click or impression.
What it means for advertisers:
This feature does two things for an advertiser.. One, it kind of makes ads less intrusive, as they become more like the rest of the content on facebook, and it obviously makes conversions higher for the same advertising, if the CALL TO ACTION is simply the Become Fan/RSVP.
It does mean that there may be a drop in the quality scores of these contacts, but in the overall scheme of things, I believe brands will stand to benefit with this move.
Do you believe this is the face of things to come? What has your experience been if you have tried facebook interactive advertising? Do write in the comments box below.
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