Ads Getting Social

The big news in advertising and media circles this week is that two major social networks -- MySpace and Facebook -- announced plans to offer new advertising platforms they claim will "revolutionize" online advertising in an advertiser-friendly way.

Facebook's 23-year old founder and CEO Mark Zuckerberg claims his "completely new way of thinking about online" signals the end of advertising via mass communications."  ABC, CBS, FOX and NBC -- beware!

The idea is for advertisers to be able to tap into the personal information and preferences that users of Facebook and MySpace  submit when they register as a member.  The online service will be able to provide information on users' preferences so a marketer like, let's say, a new horror flick can send emails, pop-ups or some form of ad to any Facebook user who's personal profile indicates he or she might be interested in knowing about that the newest Wes Craven film open this weekend.  In addition to targeting specific users, ads could also be aimed at online "friends" of those users.

In theory, it's very smart.  Talk about targeted advertising!

But let's look beyond theory.

The idea is getting mixed reviews.  Many ad agency buyers are cheering because it enables them to place highly targeted ads.  Many users are looking at it a bit differently -- more spam.

One buyer wondered in Mediaweek if users will tolerate a string of endorsements from friends, especially as those circles of friends expands to include professional contacts and even friends of "friends."

Fellow blogger David Armano, who besides penning Logic & Emotion online, is a VP at digital agency Critical Mass, was quoted in Mediaweek.  "I see a huge value for affinity brands, but there is risk for low-interest brands.  The ad industry needs to be careful here."

Another ad buyer adds that using these ad platforms will need to be done with some intelligence, or it could definitely be abused.  Brands need to avoid forcing their way into social conversations.

I couldn't agree more.  I'm sure we'll see some poorly thought-out executions that will waste people's time and annoy some.  Hopefully, marketers will learn quickly from the inevitable missteps, so social network users will be spared new forms of spam-like intrusions.

I wonder what will happen to those users -- like myself -- who don't give any personal information at all when we register.  Will we be spared, since we've shown no preferences that can be targeted?  Or might we end up getting it all, by default?

What do you think?  Do Facebook and MySpace have a good idea or not?

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Comments

[Lewis Green]

David,

I don't need advertising pushed at me. When I want or need something, I source it the old-fashioned way. I'll start looking for marketing that meets that want or need.

[David Reich]

I agree with you, Lewis. But I wonder if the younger generation who's grown up with the web views these kind of ads as intrusive or just the way it is. Sort of like ads in the movie theater. There's a whole group of young people who never knew the movies without ads, so they accept it quietly.

[CK]

"they claim will "revolutionize" online advertising in an advertiser-friendly way."

David, in an "advertiser-friendly" way or a "user-friendly" way?

"advertiser-friendly" is just such an oxymoron to me that's why I ask ;-).

I like targeted marketing/advertising/PR. I don't like intruding and I'm not yet sure on this model...especially with what Berkowitz is talking about with ads on user's walls. That's creepy.

[CK]

"they claim will "revolutionize" online advertising in an advertiser-friendly way."

David, in an "advertiser-friendly" way or a "user-friendly" way?

"advertiser-friendly" is just such an oxymoron to me that's why I ask ;-).

I like targeted marketing/advertising/PR. I don't like intruding and I'm not yet sure on this model...especially with what Berkowitz is talking about with ads on user's walls. That's creepy.