It’s the first time mobile users can see ads that don’t feature their friends’ actions. Facebook Inc. is testing a new mobile ad format designed to drive consumers to download marketers’ Facebook applications, including social games. For social game applications the ads appear in a box labeled, “Try these games,” that appears in between panels in the news feed, the first page a consumer sees when viewing Facebook on a mobile device. Facebook could not be reached for immediate comment on how non-social game applications will be presented. When a consumer clicks on the one of the ads, it opens up either the Android or Apple Inc. iOS App Store product page. There the consumer can click…