Facebook doubles staff to boost engagement ad drive

Facebook is doubling its UK sales and marketing team as part of a major push behind its new engagement advertising programme. A trial of the scheme is due to launch next month.

The social networking site is boosting its team to about 40 staff, which includes a number of senior marketing
positions, reporting to Facebook commercial director for Europe Blake Chandlee (pictured).

The new team will be charged with encouraging digital agencies and brands to use engagement ads as part of campaigns.

It is part of a concerted push by Facebook to make ads on the site more “personal, relevant and engaging” for users.

Chandlee says: “Most people like relevant advertising, and as Facebook moves to its new look, we want to enable advertisers to take more advantage of the website.”

Facebook has already launched a trial of its new look to users ahead of its full launch at the end of September. It has signed up eight undisclosed companies from the entertainment, automotive, packaged goods and telecoms sectors to trial engagement ads in the UK. Brands will create profiles on the site and will encourage users to sign up as “fans”. It is also expected to include branded gifts and applications.

Chandlee says: “After the trial, marketers will be able to pay for increased or enhanced distribution above and beyond what the news feed already provides.

“Brands will rely on individuals spreading the word through their Facebook activities – by becoming a fan, giving a gift or just making comments on games, videos or photos.”

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