Facebook is rolling out a new kind of ad unit that poses a question readers can answer in a format similar to status updates. Dubbed Comments, this ad was created by the ad agency Leo Burnett at last year’s AdExpo Facebook gathering.

The ad will appear in the left column of Facebook and if a user leaves a comment, it will move into their news feed for their friends and family to also add a response.

Brands already using this new kind of ad unit include Hallmark with their “How do you make summertime a special occasion?” ad and Allstate which asks “What’s the worst thing your kid has ever done in the car?”

Only premium advertisers will have access to the Comments ad unit for now. It will not appear as an option in the self-serve section.

[Source: AdAge]