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The Social Web Economy: Advertising Professionals

Started by Nick O'Neill · 10 months ago

This is a continuation in the series on “The Social Web Economy“
In order for there to be an economy, there has to be money and advertisers are the ones that hold it. Advertising dollars are probably the most prized possession in the social web economy. Without it there i ... Continue reading »

2 comments

  • Alex, aka SocialButterfly

    10 months ago

    Glad you posted this today about the advertising industry. I was gonna suggest u reach out to that group for the social network conference in NY. While I do enjoy learning about new tools and the latest start-ups, etc., the business side and where the cash flows are currently being decided are in the agencies. Thus, if at the conference, I would want to hear from the agencies, what their clients have to say, their experiences, success stories, etc. Jeremy Owyang just released a very helpful report on the best and worst of social networking that looked more on this side of social networking, rather than the developer side.

    Thanks Nick!
    reply
  • lhaus

    10 months ago

    Nick, you hit the nail on the head - measurement, i.e. proof of impact on the metrics that have proven to move the sales needle are the biggest gating item for ad growth in this sector today. Rich media is not a bad parallel for thinking about how to measure engagement - they have their own metrics, however those metrics have become meaningful only because they are now correlated with results from brand studies. It's particularly challenging to conduct these studies in social media because the advertiser may not have a direct relationships with the site on which the ad is running, whether app or widget, and exposure is not one ad to one user. Addressing these challenges is part of the fun of figuring out a new landscape; things move quickly and we all just need to stay away from knee-jerk judgements and take the time needed to work through it all to get the info we need to mature the space.
    reply

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