Facebook debuts direct response ad units

Share this article:

Facebook has released a new set of direct response ad units, updating its engagement ad platform that lets brands offer coupons and free samples to the social network's users.

Fast food chain Chick-fil-A is running one of the new units. The ad looks like a standard Facebook sponsored link, but it also has a call to action to "Get a free chicken biscuit now." When a user clicks on the link, a form solicits his or her shipping address.

“Marketers can actually get real products into people's hands, so when you are trying to give someone a taste for what you are offering, it is much more powerful,” said David Berkowitz, senior director of emerging media and innovation at digital marketing agency 360i.

Nate Elliott, principal analyst at Forrester Research, added that this type of direct response ad unit will work best for packaged goods companies and retailers.

“If a marketer is looking to launch a new product, or change a consumer's opinion of a product, then [sampling] is a good strategy,” he said.

Facebook did not respond to phone calls and e-mails seeking comment.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.