I will keep this short and sweet, as there is only so much we want to fill our brains with before the biggest bar night of the year and then the biggest pants-busting meal of the season.
What's Been Happening This Week
Social networking continues to boom, while advertising on social networks continues to fail short. This fact only confirms my feeling that what we really need is value-driven marketing, interest-targetted (not demo-targetted) advertising, and good ol' two-way dialogue between brand and consumer. Not just more of the same, different flavor.
What is surprising though, is that according to Nielsen just because online video is up, does not mean that TV is down. Turns out all screens except the silver screen (web, tv, mobile) are seeing record high numbers of viewership. And video providers are taking advantage of their hungry audience... YouTube went widescreen and Blockbuster is officially set to release a set-top box.
Marta Strickland
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Strategists & Planners
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Social networking advertising isn't down due to a lack of value, it's down because no large advertiser wants to have their name associated with potentially crazy UGC. The risk is too high for advertisers, and there's still plenty of advertising space left in non-social networking plays.
As a designer, I've had to design quite a bit for a scenario where, for example, we can show a star rating on a page with adverts, but if we want to show the textual review, the user has to click through to another page that doesn't have advertising displayed.
-k
Posted on November 27, 2008 09:03
Hmm...I think it's more an issue of deploying broadcast advertising in a conversational medium.
I don't think it's driven by client fear. To be effective, brands need to add value to the conversation and online advertising rarely does this.
Plus, if advertising was going gangbusters in social media clients would be jumping on it.
Posted on November 27, 2008 13:50