Social networking giants Facebook are hoping that a different onsite advert format will change experts perceptions that advertising on social networks is failing.
Experts believe that because of Google the online advertising industry has become too absorbed by direct response advertising. Thanks to this there is a high expectancy on delivering a high click through or impressions rate, something that doesn’t appear to go hand in hand with social networking sites.
A main reason for this supposed failure in the social networking sector is that users are less likely to want to click on an advert that is likely to take them off of the site and away from talking to their friends.
The new advert idea that Facebook have come up with are to do with encouraging the user to click on a specific brand before passing on that information to their friends who are likely to be interested in the same thing. They are hoping to be able to do this without the user having to leave the site, something that should prove popular with Facebook users.
The idea is to get people to befriend a brand just like they would a peer. Here they can make comments next to a video or static advertisement where they will be informed on any recent news on the brand. (this has recently been tested on Facebook for an up and coming comedy film) This will hopefully in the long term increase the users brand awareness whilst also increasing Facebook’s click through rate.
Tags: Direct Response Advertising, Uk Advertising Agency
