Facebook, according to an article by Fast Company based on leaked documents, will be 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 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,” the magazine wrote, adding that Facebook believed ads based on content, rather than messaging, have a better chance of hitting home.
“The ads don't simply repurpose content from brands' Pages. By giving users the ability to respond to the content inside the ad, just as if they had seen the content on the brand Page itself, and then by posting those responses to the user's friends' News Feeds, as well as on the brand's Page itself, the ads are acting less like traditional broadcast advertisements and more like viral mechanisms to expand and perpetuate the conversation off into the far corners of the social network, effectively giving the brand visibility in places it might not otherwise have reached and in a much more organic way than if it had simply plastered the site with a bunch of banner ads.”
Fast Company said the leaked documents (embedded below) were first reported on GigaOm that it expected Facebook to officially announced the new advertising format at a marketing event in New York next week.