Facebook Testing New Direct Response Home Page Ad Unit

facebook-direct-responseWhile Facebook has created a variety of home page “engagement ad” units for big brands, Facebook is now testing a new kind of home page ad unit that doesn’t drive users to a brand’s Facebook Page, but rather prompts users to complete a direct response form.

The new format, which is currently being tested with an ad for free chicken biscuit samples from Chick-fil-A, is the most integrated leadgen-style home page ad unit we’ve seen Facebook launch. Facebook has allowed third party researchers to place survey ads in the home page ad slot before, but with the the new “free sample” ad, the response form is presented in a popup over the News Feed, and users can easily propagate information they enter in the form to their profile and share their action with friends as well.

facebook-direct-leadgen

The test makes sense for Facebook, as it seeks to offer more performance options to big brands and advertisers. CPG and foodservice advertisers are a great fit for “free sample” campaigns like this one, and Facebook could easily broaden this test to more types of subscription services if it so desired.

Just last week, Facebook announced that more new features are on the way for performance advertisers managing large campaigns through Facebook Ads as well.

[image credit: Matt Zarzecki]

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Leave a Reply

34 Responses to “Facebook Testing New Direct Response Home Page Ad Unit”

  1. Facebook’s New Ad Units « The Pontiflex CPL Blog says:

    [...] 1, 2009 According to yesterday’s article on Inside Facebook, the social site is testing out new ad units that, instead of directing users to a brand’s [...]

  2. Social Media News & Web tips - Facebook Tries a New Ad Format: Free Samples says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other Facebook ads, as your free sample request [...]

  3. Facebook Tries a New Ad Format: Free Samples  says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other Facebook ads, as your free sample request [...]

  4. Facebook Ads Just Became The Biggest Lead Generation Network. « Facebook Ads says:

    [...] Facebook Insider is reporting on a new Facebook Ads unit. The new facebook ad unit is an extension of the homepage engagement ads it has been running for large brands. The homepage engagement ads it has been running was the following 6 ad units; Facebook Event Ad, Facebook Video Ad, Facebook Gifts Ad, Facebook Page Ad, Facebook Website Ad, Facebook House Ad (as explained here). [...]

  5. Facebook Launches Direct Response Facebook Ads // RyanSpoon.com says:

    [...] is now testing another advertising format: direct response units. InsideFacebook has screenshots of an integration with Chick-Fil-A where users can “get a free chicken biscuit” by [...]

  6. TONY TANNAHILL says:

    GREAT WEB SIGHT !!!!

  7. Tony Tannahill says:

    FACEBOOK IS GREAT

  8. Facebook Tries a New Ad Format: Free Samples | This Week in Online Marketing | Online Marketing Connect says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other Facebook ads, as your free sample request [...]

  9. Facebook Testing New Type of Ad - News: Everything-e says:

    [...] is now testing a new kind of engagement ad. Justin Smith of Inside Facebook found an ad for Chik-fil-A, which requires the user to fill out a form in order to get a free sample. Smith says the new [...]

  10. Yasmeen Asma Yasmeen Asma says:

    I want free stuff! please!

  11. Facebook Testing New Type of Ad - Google Live Search says:

    [...] is now testing a new kind of engagement ad. Justin Smith of Inside Facebook found an ad for Chik-fil-A, which requires the user to fill out a form in order to get a free [...]

  12. Facebook Testing New Type of Ad | Google MSN Search says:

    [...] is now testing a new kind of engagement ad. Justin Smith of Inside Facebook found an ad for Chik-fil-A, which requires the user to fill out a form in order to get a free sample. Smith says the new [...]

  13. Facebook Testing New Type of Ad | Msn Yahoo Google says:

    [...] google news Facebook is now testing a new kind of engagement ad. Justin Smith of Inside Facebook found an ad for Chik-fil-A, which requires the user to fill out a form in order to get a free sample. Smith says the new [...]

  14. Christopher Whitworth says:

    I want a biscuit.

  15. Christopher Whitworth says:

    Give me a biscuit.

  16. Facebook Tries a New Ad Format: Free Samples says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other Facebook ads, as your free sample request [...]

  17. Facebook Testing New Type of Ad says:

    [...] is now testing a new kind of engagement ad. Justin Smith of Inside Facebook found an ad for Chik-fil-A, which requires the user to fill out a form in order to get a free [...]

  18. Freebies via Facebook Ads? | Hey, It's Free! says:

    [...] news sites Mashable and Inside Facebook are reporting that some companies are testing out a new Facebook advertising feature by offering [...]

  19. BP says:

    Seems like pop-up blockers would stop all of this. In a way that is sad, because I like chik-fil-A!

  20. Yuna Park » Blog Archive » I’ll Do Anything for Free Hot Sauce says:

    [...] was a post on this on Inside Facebook on August 31st.  Chick-fil-A is doing it as [...]

  21. Mentors Blog » Blog Archive » Facebook Tries a New Ad Format: Free Samples says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other Facebook ads, as your free sample request [...]

  22. Facebook Tries a New Ad Format: Free Samples | Jack Script says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other Facebook ads, as your free sample request [...]

  23. Facebook Tries a New Ad Format: Free Samples - Summer Of Innovation 2009 says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other Facebook ads, as your free sample request [...]

  24. Richard Carrington says:

    free?

  25. Facebook: nuovi coupon a risposta diretta per aziende ed attività | Booking Blog™ - Il blog del Web Marketing Turistico says:

    [...] Inside Facebook Ti è piaciuto questo articolo? SHARETHIS.addEntry({ title: "Facebook: nuovi coupon a [...]

  26. Nielsen Deal Part of Facebook’s Ad Momentum says:

    [...] few companies have been using to let users sign up to receive free samples. We’ve covered how Chik-Fil-A and Texas Pete Hot Sauce have used this feature to help attract more users to their pages. Today, [...]

  27. Facebook’s New “Sampling Engagement Ads” Now Available for Brands says:

    [...] campaigns typically cost at least $50,000. Other brands we’ve spotted using the unit include fast-food chain Chik-fil-A, back in August, and Bear Naked granola earlier this week. It will be interesting to see what other types of [...]

  28. 8 Ways Restaurants Can Use Facebook Pages (and Not Fail Like Burger King) says:

    [...] a new feature: Engagement sampling ads, which lets users sign up for things like free hamburgers. See early examples from Chik-fil-A and some positive numbers from hot sauce maker Texas [...]

  29. How to Fail on Facebook…or Not | My Blog says:

    [...] a new feature: Engagement sampling ads, which lets users sign up for things like free hamburgers. See early examples from Chik-fil-A and some positive numbers from hot sauce maker Texas [...]

  30. Social Commerce & the 1:100,000 Media Multiplier Effect | Social Commerce Today says:

    [...] to social commerce are looking to the vanguard - 1800 flowers, Dell Outlet, Whole Foods and Chick-Fil-A to show them the [...]

  31. Facebook Tries a New Ad Format: Free Samples says:

    [...] free sample ads, which prompt users for their shipping address. First spotted over on the blog Inside Facebook, the ads also appear to have the viral benefit of other FacebookFacebook ads, as your free sample [...]

  32. Invio di campioni gratuiti di prodotto attraverso Facebook | le gatte di via plinio says:

    [...] set In questi giorni in cui Facebook è al centro dell’attenzione, apprendo che Facebook pare stia testando la possibilità di creare un tipo di pubblicità con una call for [...]

  33. Audrie Czapski says:

    Awesome site, good content and nice background.

  34. Facebook Ups its Game with Direct Response Ad Units | 360i Blog360i Blog says:

    [...] announced yesterday that they are testing a new DR ad unit. This new unit will complement the series of “engagement ad” units they launched in December [...]

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