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Facebook is testing lead-generation-based mobile ads with a few dozen select brands, though it's not sharing the companies' names. If the ads actually work and become a regular marketing product, they will likely be popular with email marketers, financial brands, automakers, insurance companies and real estate players.
The ads let consumers sign up for newsletters or complete forms—think credit card applications, test-drive appointments, price quotes and customer service follow-up calls—with just two taps of the screen.