Bebo

U.K.-based social network Bebo is set to roll out ad-supported widgets - small web applications that users can embed into their profiles - in an effort to make advertising more relevant to its members, reports AdWeek.

Bebo VP of Sales and Business Development Jim Scheinman calls it "engagement marketing," designed to combine web ads with user-directed viral marketing. "To the Beboer, they don't look at it like advertising but great content," he said.

Already, Bebo allows users to choose from three photo-sharing widgets (for Slide, Photobucket, and Rockyou). Ad-supported widgets will take many shapes, like interactive games. The widgets could be classified as branded utility, a marketing tactic.

Bebo had 1.4 million unique users in November, according to Nielsen/NetRatings, and is aiming for 30 million by end of 2007. It currently offers just one ad unit per page, like Facebook.