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Home  > Business/Finance  >  Diversified Services  >  Marketing/Advertising/PR

Social Advertising: Analysing the Benefits and Challenges

Published Date: November 2007
Published By: Generator Research Limited
Page Count: 21
Order Code: R625-942
 
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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
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