Facebook have launched a Comment Ad feature to allow brands to communicate with people outside their fan base.
Conceived by the Leo Burnett ad agency, the Comment Ad enables brands to post content on their Facebook page which then also appears as an ad.
If people choose to comment on the ad, the story will appear in the News Feed of their friends and the brand can amplify this through a Sponsored Story, which aims to driving further conversations amongst friends.
The Comment Ad is the result of Facebook’s “Ad Expo” last year, which invited agencies to submit ideas for advertising designs to engage consumers in new, interactive ways.
Carolyn Everson, Facebook's vice-president of global ad sales, announced yesterday at Cannes that Facebook’s plan to convene its first ever Facebook Client Council this autumn.