Facebook is expected to launch an upgrade next week to its premium ads program that will target the friends of advertisers' fans.
The new ads, which will launch February 29, will be created from content posted organically to pages, according to a purportedly leaked document (see below) obtained by GigaOm.
"Anything you can post to on your page, you can turn into an ad," the document says. "Upgraded ads can be targeted to anyone you want."
When the users seeing the ad are friends with fans of the page, Facebook will automatically expand the ad and provide social context about the friends. The ads will also feature an expanded interface allowing fans to comment on the post directly from the ad.
The social network promises advertisers that the new ads will be in a larger format, boosting engagement by 40 percent and increasing retention by 80 percent. Fan rates are also expected to increase 16 percent, as well as purchase intent, according to the documents, which appear to be a presentation prepared for Facebook advertisers.
The new premium ad types can feature a photo, video, question, status, event, or link. They will replace "classic" ad options such as Premium Like (Photo and Video), Pemium Event, Video Comment, and Premium Poll (Photo and Video), which will be phased out on February 29. Marketplace ads on the right column will not be affected.
Facebook representatives did not immediately respond to a request for comment.