Facebook is running a small pilot program with select advertisers that allows them to sponsor actions.  These actions include, Listen, Read, Watch stories or any number of other variables.  The pilot program allows the advertisers to pay (a higher rate than sponsored stories) to sponsor any action related to their brand and have it appear as a story (similar to sponsored stories) in the users newsfeed.

This could help Facebook achieve its goal of all ads being social in nature on its platform. This new form of advertising also has benefits for advertisers.   By using the open graph system, the advertiser is able to target users based on their past actions and interactions.  This, combined with the fact that ads are displaying actions that one of their friends has taken part in, should lead to a higher conversion rate.  It is not yet know if or when Facebook will be implementing this on a larger scale or making it open to the public.