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Social Advertising: Analysing the Benefits and Challenges

Product Type: Market Research Report
Published by: Generator Research Limited
Published: November 2007
Product Code: R625-942
Description
Social advertising is a new approach to online advertising that is emerging from social networks and which promises to provide advertisers with a range of benefits, compared with what existing approaches to online advertising offer. This report analyses this new category by clearly explaining the benefits and challenges.
Table of Contents
EXECUTIVE SUMMARY

INTRODUCTION

MAIN CATEGORIES OF ONLINE AD INVENTORY

FOUR TYPES OF AD TARGETING

Examples

Limitations

BENEFITS OF A SOCIAL GRAPH

BENEFITS CAN BE HARVESTED ON FOUR LEVELS

POSITIONING OF KEY PLAYERS

LEVEL 1: PLACING ADS ON THE SITE

Rich Profiling Data

New Ways to Target Users

LEVEL 2: PLACING ADS WITHIN APPLICATIONS

Campaigns Follow Applications (Developer API)

Viral Booster: Super-efficient Distribution of Campaign

LEVEL 3: AFFILIATE NETWORK

Increasing Campaign Reach

Social Advertising: Facebook Affiliate Program

Cookie Deletion

LEVEL 4: OPEN, SOCIAL ADVERTISING ENVIRONMENT

CAUTION: AVOIDING A FALSE TRAIL

Reason 1: Networks of ‘friends’ tend to be weakly-correlated

Reason 2: Even topic-focussed communities can contain highly diverse individuals

SUMMARY

CHALLENGES

USER-GENERATED CONTENT

PRIVACY CONCERNS

Facebook and Google

Cross-platform Considerations

Enforcement Agencies

TECHNOLOGICAL COMPLEXITY: CONSIDERATIONS
Ordering and More Information
Price and Delivery Options


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