Facebook founder and CEO Mark Zuckerberg today introduced
Facebook Ads, an ad system for businesses to connect with
users and target advertising to the exact audiences they
Through Facebook Ads, these users can now learn about new
businesses, brands and products through the trusted referrals
of their friends.
"Facebook Ads represent a completely new way of advertising
online," Zuckerberg told an audience of more than 250
marketing and advertising executives in New York. "For the
last hundred years media has been pushed out to people, but
now marketers are going to be a part of the conversation. And
they?re going to do this by using the social graph in the
same way our users do."
The keynote opened the Facebook Social Advertising event,
which also featured senior executives from landmark partners
including Blockbuster, CBS, Chase, The Coca-Cola Company,
Microsoft, Sony Pictures Television and Verizon Wireless.
More than 60 major consumer and Internet brand partners were
highlighted at the launch of Facebook Ads.
Today, Facebook Ads launched with three parts: a way for
businesses to build pages on Facebook to connect with their
audiences; an ad system that facilitates the spread of brand
messages virally through Facebook Social Ads; and an
interface to gather insights into people?s activity on
Facebook that marketers care about.
Zuckerberg detailed how Facebook Pages allows users to
interact and affiliate with businesses and organizations in
the same way they interact with other Facebook user profiles.
More than 100,000 new Facebook Pages launched today covering
the world?s largest brands, local businesses, organizations
"The core of every user?s experience on Facebook is their
page and that?s where businesses are going to start as well,"
explained Zuckerberg. "The first thing businesses can do is
design a page to craft the exact experience they want people
Just like a Facebook user, businesses can start with a blank
canvas and add all the information and content they want,
including photos, videos, music and Facebook Platform
applications. Outside developers have created a range of
applications to enhance Facebook Pages, such as booking
reservations or providing reviews of restaurant pages, buying
tickets on a movie page or creating a custom t-shirt.
Companies launching applications for Pages include Fandango,
iLike, Musictoday LLC, OpenTable, SeamlessWeb, Zagat Survey
LLC and Zazzle.
Advertising messages will gain distribution through what
Facebook has termed the "social graph," the network of real
connections through which people communicate and share
information. When people engage with a business' Facebook
Page, that action will spread information about that business
through the social graph.
Users can become a fan of a business and can share
information about that business with their friends and act as
a trusted referral. Facebook users can interact directly with
the business through its Facebook Page by adding reviews,
writing on that business' Wall, uploading photos and in any
other ways that a business may want to enable. These actions
could appear in users' Mini-Feed and News Feed, Facebook?s
popular products that allow users to share information more
efficiently with their friends.
"Social actions are powerful because they act as trusted
referrals and reinforce the fact that people influence
people," said Zuckerberg. "It?s no longer just about messages
that are broadcasted out by companies, but increasingly about
information that is shared between friends. So we set out to
use these social actions to build a new kind of ad system."
Facebook?s ad system serves Social Ads that combine social
actions from your friends ? such as a purchase of a product
or review of a restaurant ? with an advertiser?s message.
This enables advertisers to deliver more tailored and
relevant ads to Facebook users that now include information
from their friends so they can make more informed decisions.
No personally identifiable information is shared with an
advertiser in creating a Social Ad.
Social Ads can appear either within a user?s News Feed as
sponsored content or in the ad space along the left side of
Facebook also gives marketers valuable metrics about their
presence and promotion on Facebook. Facebook Insights gives
access to data on activity, fan demographics, ad performance
and trends that better equip marketers to improve custom
content on Facebook and adjust ad targeting. Facebook
Insights is a free service for all Facebook Pages and Social
For more information about Facebook Ads, visit