According to a leaked document from GigaOm, Facebooks plans to replace homepage ads with page post formats. A spokesperson from the social network giant confirmed the news on Inside Facebook:

“This [is] a change that brands were informed of last month, in which Facebook’s premium ad units that point onsite will now also be associated with a Page post on Facebook.”

Meanwhile, it can’t be considered as a departure from the ad units available for advertisers who are working directly with Facebook. It only shows emphasis on the page content instead of a traditional ad copy. The leaked document also stated that the social network will allow marketers to post on their Facebook Page first before running a page post ad.

Facebook Premium Ads: From Homepage to Page Post Unit

Released for advertisers last November 2011, premium ads are homepage units that were only available for those who directly work with Facebook. It’s designed for large brand building campaigns, and sold on a cost per impression basis.

Premium ads also give advertisers 100% share of voice on the homepage, which means that no other ads run next to them. It’s larger than those running elsewhere on the site, and has more noticeable social context like images and name of friends that are connected to the brand.

The shift from homepage to page post unit is unlikely to affect non-premium ads, which are available from the self-serve and Ads API platforms. According to the leaked document, ads in page post format gets 40% increase in engagement, 16% increase in fan rate, and it’s 80% more likely to be remembered. The change will take place on February 29 –– the same day as the Facebook Marketing Conference in New York.

Below is a list of existing premium ad units and its respective page post ad replacement:

• Like Ad with Photo = Photo Page Posts
• Like Ad with Video = Video Page Posts
• Event Ad = Event Page Posts
• Event Ad with Video = Event Page Posts (drive event RSVPs) or Video Page Posts (drive video plays)
• Poll Ad with Photo = Questions Page Posts (Image exluded)
• Poll Ad with Video = Video Page Posts (drive video plays) or Questions Page Posts (drives responses)
• Video Comment Ad = Video Page Posts
• Standard (Offsite) Ad = Remains available

Inside Facebook also posted images of the page post units that will replace the classic premium ads. With the upcoming changes in Facebook’s ad unit, it’s safe to say that the social network giant wants to be flexible and supportive of its high-paying advertisers.