Google has taken it's first step at monetizing Google Plus. The first ad unit built for the social network will not run inside the platform. Instead, +Post ads will allow brands to turn their Google+ content into expandable display ads within the Google Display Network.
Brands will be able to use Google Hangouts, images and videos as the content for display ads within the Google+ framework. Advertisers will be able to then display the ads on 2 million web sites within the Google Display Network. The ads will be social in nature. When users click on the ads the unit will reveal the user comments, which Google claims will increase engagement rates with the ads.
For Google, this new advertising unit has an additional benefit of driving traffic back into it's social network, rather than away from the network. This act may provide an incentive for brands to create richer and more engaging content within the social network as well.
Currently, Google is offering the new advertising product to a select group of advertising partners, which include Toyota USA and Mondelez brands RITZ crackers and Cadbury UK.