Demand Media has introduced some new rich media ad units, incorporating its "Social Feed" ad management tools. Essentially, they bring social media into display ads, where potential customers can actually interact with the brand's community from the ad itself.
Here are a couple examples (Social Feeds Billboard and Twitter Billboard):
“Our new social advertising products are designed to amplify and broadcast our advertisers’ campaigns across a variety of social platforms,” said Joanne Bradford, chief revenue and marketing officer at Demand Media. “We believe our new Social Feed ad units are the first to allow advertisers to enhance their video-enabled ads using customized content from their social media footprint.“
“Advertisers are investing millions of dollars to build healthy brand communities on a variety of social media platforms,” said Peter Luttrell, the company's SVP of ad solutions. “Our new Social Feed ad products help marketers extend their existing social media investments across their entire online media buy and deliver customized social media content directly into their live ads in real-time.”
The company says the new ad products are available in both IAB standard and custom rich media units like billboards, site skins and overlays that support advanced functionality like video, audio, Flash and HTML5. They're supported not only on Demand Media's own properties like eHow, Cracked, Livestrong, etc., but on its network of independent sites, represented by IndieClick.