Facebook reported huge earnings yesterday. It has often spoken about killing it in mobile advertising but I couldn’t see it. I understand where the ads are placed on desktop Facebook but have yet to see how they’re used in the mobile interface. Are they little banners like on Weatherbug? Sidebar text ads? Nah, no room. I have never seen any ads on my Windows Phone so the whole thing doesn’t compute.
Then the earnings article I read today cleared it up. It said the ads appear in the feed, much like this shrunk down ad from the desktop Facebook application:
Ahhh, now I get it. The mobile version of this ad will measure about an inch in height, contain a logo or brand mark, an eyebrow, headline and a few words of copy, a visual the size of a thumb nail and link. At least this is the way I see it. Anything bigger will be too intrusive for the Facebook masses. This ad unit, to be named later, will be the advertising unit to replace all. It will be as common as the TV ad, the page 4C, the banner. Ad agencies will perfect it. It will launch video. This unit is why Facebook will be printing money for the next 10 years. The unit is here, the time is now.
If Facebook exhibits restraint on how frequently they can serve these ads there should be no consumer backlash. And don’t get greedy Mr. Z and Ms. S. Don’t sell super-premium size mobile ads that gobble the screen.
Does anyone have a good name for this new unit?