01 Mar 10

Facebook launches new "sampling" ad format

Launched on 19th February 2010, Facebook’s new ad format asks the social network’s users to enter their address to receive additional information such as brochures and marketing material, vouchers or brand samples.

Consumers can now go further than “liking” or “becoming a fan” of a product, but can engage with the brand in a new way through the targeted and enhanced direct response element of the ad.

Previously needing to leave the Facebook site in order to enter details to receive sample products, users can now input the necessary information within the Facebook setting – an online environment they trust. As Facebook already stores some user data, the process of data entry becomes much shorter, with the key aim of becoming part of the Facebook user experience. Fans are also further encouraged to give feedback on the site.

In return, brands not only engage with consumers in an innovative way but can gain useful data capture and audience insight from the new ad format. With a number of well-known brands in the UK taking interest in, and beginning to experiment with the new ad format (Fiat, 02 and Marmite to name a few), it will be interesting to watch how this new “sampling engagement” format develops within the Facebook arena over the coming months.