I just upgraded the Facebook app on my iPhone to the newly released version 5.0 that promises to deliver fewer crashes, faster speed and greater stability. 

Will it deliver? I don't know.

What I do know is that it will deliver ads. Will they be good ones?

That is a trick question, in case you were wondering. The answer is "sorta."

What Facebook mobile ads look like

When I logged into Facebook 5.0 for iPhone for the very first time, I checked my newsfeed and lo-and-behold, the second item in my feed was this ad. 

Marketers will love that the ad is pretty impossible to ignore in your feed. They also will love that audiences have the ability to "Like Page" without ever leaving their feed.

And I owned a Swatch in 8th grade so the targeting is amazing.

(That was sarcasm, by the way.)

But overall, I think the ad unit itself will be successful. Marketers will buy it. People will click it. Facebook will drive revenue from it.

What about the brand experience?

Sadly, that's another story.

This is what the page looked like when I clicked on the ad:

We'll call it janky. At best. WTF is going on here, I'm not sure. There's some kind of video contest. You have to log in with Facebook. Even though you're already in Facebook. I may have entered. I'm not sure.

It's not Swatch's fault. If you go to the Swatch video competition page on Facebook.com, it looks far less atrocious (doomed to failure, but that's a different post).

What's happening here? Basically, Facebook is just loading full-sized brand pages into the mobile page where it doesn't belong. The resulting experience stinks.

This is one of the results of Facebook going public. Clearly, this customer experience is not ready for prime time. But Zuck needs revenue, so the experience suffers.

Obviously marketers spending millions on Facebook ad buys won't stand for this for long. They are going to have to come up with some way for brand pages to be translated for the mobile space.

Will we have to create multiple versions of Pages individually? Could this mean responsive Facebook pages are in our future?

I don't know, but don't quiver in your boots just yet. This is going to take some time to get right.