Google and Facebook have brought their war to the advertising realm, coinciding with Advertising Week, which started Oct. 3. One thing that’s clear so far, ads are about to get social.
We’ve already started seeing evidence of increasingly intertwined advertising and social components in recent advertising decisions by social networks. Twitter has recently allowed for ‘promoted tweets’ to appear in a users timeline whether that user follows the brand or not. Bing and Google have connected with Facebook and Google Plus (respectively) to display when friends on those social networks like or comment about a particular website. We’ve even seen Facebook and more recently Google allow for users to ‘like’ or ‘+1’ an advertisement.
Facebook is taking interactive ads another step further, according to Mashable. As it stands, you can ‘like’ an advertisement that pops up on your Facebook sidebar, and other friends who ‘liked’ any ad will show up underneath the ad itself. This new report indicates that Facebook is also going to allow comments on a particular advertisement. The feature, called ‘expandable’ ads, turns an ad into a piece of content on the site that can be shared and discussed in a new way. Interestingly, these ads will only appear in the Ticker.
Google, which followed the Facebook example by adding the ability to +1 advertisements through a user’s Google + account, has gone a different route with their Advertising Week announcements. In their announcement for ‘enhanced’ ads, they explain new visual, local and social attachments to the current ad format. These enhanced ads include movie trailers and videos or product information (visual) and location-based recommendations (local). The blog post also commented on how widespread the +1 button has become on ads.
Google also announced this week that they would be working with big names such as Macy’s and Best Buy to create web-based circulars. The circular will be formed based on the location and opens when a user clicks a search ad.