Everywhere on facebook at least in canada they are running nothing but social ads. It used to be only 1 ad per page but now its three of them. I’ve long said that text ads and banner ads will be dead as a business model. The only reason that text ads are more profitable than banner ads is because you can promote 4 products in a 728*90 space instead of 1 product being promoted by a banner. I figured out years ago as did many people that sticking pictures next to text ads greatly increases CTR and revenue. So you get the benfits of a banner ad, with the ability to promote multipul products at once.
I think facebooks Social ads if syndicated like adsense will be the future of online advertising. Every single ad on facebook is an ad for a local restaurant or business. In Canada facebook owns local advertising in a way no other company has ever come close to.