Comments on: Are social ads no more effective than TV ads? http://www.emergencemarketing.com/2008/02/15/are-social-ads-no-more-effective-than-tv-ads/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Wed, 20 Aug 2008 09:44:58 +0000 http://wordpress.org/?v=2.5.1 By: francois http://www.emergencemarketing.com/2008/02/15/are-social-ads-no-more-effective-than-tv-ads/#comment-897 francois Sun, 17 Feb 2008 00:10:13 +0000 http://www.emergencemarketing.com/2008/02/15/are-social-ads-no-more-effective-than-tv-ads/#comment-897 Joel - I agree with you. Thank you for taking the time to comment on my site. The hard part is that what I am doing on social sites may not reveal what I am interested in buying. I may be chatting with friends, commenting on their profiles and posted items while never revealing or giving any hints that I am actually in the process of buying a car, or looking for a good wine for an upcoming dinner.

Joel - I agree with you. Thank you for taking the time to comment on my site.

The hard part is that what I am doing on social sites may not reveal what I am interested in buying. I may be chatting with friends, commenting on their profiles and posted items while never revealing or giving any hints that I am actually in the process of buying a car, or looking for a good wine for an upcoming dinner.

]]> By: joel http://www.emergencemarketing.com/2008/02/15/are-social-ads-no-more-effective-than-tv-ads/#comment-896 joel Sat, 16 Feb 2008 22:47:20 +0000 http://www.emergencemarketing.com/2008/02/15/are-social-ads-no-more-effective-than-tv-ads/#comment-896 Actually, I was expanding this a little in my post. I think that the methods of serving ads is incorrect. Search “activity” ads are designed to be helpful - you’re searching for a given topic (since you typed it into the bar) then I will look at what you’re searching for and suggest a few sponsors who have related product/services. This is a value add to your search activity. The problem is not social ads, its how social ads are derived. They generally use a methodology to deliver ads that is fundamentally the same as ads served during a search activity. Since the activity I am doing is not search then serving ads related to keywords on a page is not so effective. Social ads need to be smarter. As the primary activity of being on the Internet moves away from search and more toward other things, marketeers need to be smarter somehow and serve something that adds value to my activity. Keywords will work a bit but the effectiveness clearly drops (as stated in the article). Actually, I was expanding this a little in my post. I think that the methods of serving ads is incorrect. Search “activity” ads are designed to be helpful - you’re searching for a given topic (since you typed it into the bar) then I will look at what you’re searching for and suggest a few sponsors who have related product/services. This is a value add to your search activity.

The problem is not social ads, its how social ads are derived. They generally use a methodology to deliver ads that is fundamentally the same as ads served during a search activity. Since the activity I am doing is not search then serving ads related to keywords on a page is not so effective. Social ads need to be smarter. As the primary activity of being on the Internet moves away from search and more toward other things, marketeers need to be smarter somehow and serve something that adds value to my activity.

Keywords will work a bit but the effectiveness clearly drops (as stated in the article).

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