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Facebook Tests Direct Response Ads

A new Facebook ad format being tested by Chick-fil-a couples direct response forms with the ads, according to Inside Facebook (via SAI). The Chick-fil-a ad looks like a standard Facebook ‘sponsored link’ but also features a teaser to ‘Get a free Chicken Biscuit now.’ (See screenshot to the left). Click on the link and a form pops up asking for the reader’s shipping address.

Seemingly trivial, it’s another sign that Facebook — which has seen its revenue growth trail its audience growth by a substantial margin — is moving to give advertisers more options. In mid-July, the company introduced several more sophisticated targeting tools for advertisers. No details, but it’s also likely that Facebook can bring in substantially more cash from this type of ad format than from a standard sponsored link.

Recent data from marketing lead firm Pontiflex (via Forbes) shows that marketers are willing to pay an average price of 60 cents per user for basic information they provide, such as a name, e-mail address, and postal address. Whether that’s more lucrative than a standard ad depends on how many users are willing to fill out the form, but who wouldn’t want a free chicken biscuit?