Last week, Mark Zucker­berg announced a new Face­book mobile expe­ri­ence dubbed “Face­book Home”. It’s not an OS or an app but seems to fall some­where in the mid­dle. It will run on select Android devices start­ing April 12th and will be opti­mized for an exclu­sive AT&T device, the HTC First, which can be pre-ordered now and will be released on the 12th as well.

Face­book Home essen­tial­ly replaces your Android home screen with full screen images from your news feed. This is the “Cov­er Feed”. You can flick through these aes­thet­i­cal­ly pleas­ing (assum­ing what you fol­low is pret­ty) posts and see cap­tions with trans­par­ent back­grounds direct­ly on the top of the post.

Facebook Cover Feed

Face­book Mes­sen­ger also has a new form – “chat heads” – lit­tle cir­cles that can be moved around your phone’s dis­play which expand into a mes­sage UI that includes Face­book and SMS chat. For more infor­ma­tion vis­it Face­book Home’s ded­i­cat­ed page.

What do these announce­ments mean for media folk?

Face­book Home is anoth­er step towards full immer­sion of users into the Face­book world. Recent devel­op­ments in Face­book Search and Pro­mot­ed Posts have cre­at­ed oppor­tu­ni­ties to deliv­er adver­tis­er impres­sions. In Facebook’s new post sizes, adver­tis­ers could con­ceiv­ably serve a full mobile screen takeover to a Face­book user that has installed Home on their device. Face­book also plans to devel­op Home for tablets which leads us to won­der if there will be an announce­ment about a Chrome app or oth­er desk­top for­mats that sim­i­lar­ly immerse users in a Face­book UI on oth­er devices.

It will be inter­est­ing to see how many users want to replace a pic­ture of their daugh­ter on their home screen with their friend’s cats or uncle on his 5th vaca­tion to the Bahamas this year. Or more impor­tant­ly, how far Face­book will allow adver­tis­ers to go in order to cap­i­tal­ize on Facebook’s increas­ing share of user atten­tion and screen real estate; full mobile screen takeover adver­tise­ments may be a bit much for users.

by Omri Levin, Dig­i­tal Media Man­ag­er