Engagement Advertising - The facebook way

I have always felt the traditional link-based online advertising model does not fit the social media eco-system. Consumers don't go to such social networks to see ads. Rather they are blind to ads or hate ads. They want to  chat, talk and share their emotions about a particular topic or spend time with their friends here. There needed to be a different model which takes the same context and converts this into a "conversational" opportunity. Facebook seems to have done just that. Take a look:

Facebook has recently unveiled a new advertising product - "engagement advertisements"!

According Jeremiah Owyang, this is a ad product that encourages members to interact with the ads by leaving comments, sharing virtual gifts, or becoming fans.

Brands will only succeed with these “WidgetAds” if they create content that puts community first, lean on new interactions, integrate with other tools, plan for the long haul, and change how they measure success –traditional internet advertising tactics won’t apply.

Engagement Ads provide three unique experiences
Rather than clicking on the ad and being whisked away to a branded microsite, these ads allow members to stay within the contained walls of Facebook and their social community. Engagement ads come in three major flavors:

1) Comment Style Ad: Members can now leave comments on these advertisements, much like wall posts. Brands that are focused on entertainment, new product rollouts, autos and apparel are well suited. The ad can show up to 4 comments per object, and the activity spreads to the users newsfeed.

2) Virtual Gifts Style Ad: Brands can now create virtual items that users can share, spread to each other. This wildly popular behavior within applications and Facebook is suitable for consumer products, entertainment, and some media.

3) Fan Style Ad: A play off the Facebook pages, users with a persona affinity for a product (like Apple) can become a fan, triggering a notification to their network, and could then tie on social ads. Will work great for established brands, like guitar hero, passion products, luxury products, or any brand with a rabid customer base.

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Our store development program is a top priority for Rite Aid designed to strengthen our market share, improve our competitive positioning and emphasize our commitment to customers in our existing markets,said Jay Ross, Rite Aid vice president of marketing and store prototype project manager. Each new store highlights the importance of the pharmacy. Pharmacy is our core business and we wanted to make it the focal point, or star, of our Customer World stores.
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