The Influence of Social Media on Advertising

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Or: The end of marketing, as we know it, is near… Pt. 2

Think about advertising as a large water park with various swimming pools. In the different pools are the recipients, our consumers. They swim around and talk to each other and enjoy their lives. The advertiser sits in the lifeguard chair (think of it as a podium), with his megaphone and yells to the consumers. If he shouts the message loud enough, at the right time and if it is meaningful, maybe the consumers listen.

So this has been the job of the advertiser for quite some time. He had to decide which pool to shout his message to, which message would get the swimmers to listen and which bullhorn would reach the most swimmers. A good advertiser would have a great message and deliver it in such a way that most of the pool listened. New advances in technology enabled great messages to be carried from pool to pool. With each advance, the advertiser adapted and then kept right on shouting his message to the consumers.

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Engagement through Vertical Ads Higher than Average

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Image representing comScore as depicted in Cru...
Image via CrunchBase

A new study released by comScore showed that the collective reach of vertical ad networks tracked by comScore has increased substantially in the past year, from 21.5 percent of the total U.S. Internet audience in March 2008 to 57.1 percent in March 2009.

Vertical ad networks target ads to specific audiences online according to demographic or category content, which are effective in reaching people with significantly higher than average engagement in their respective content categories.

Of the different segments studied, people reached by vertical ad networks spent at least 60 percent more time in those site categories than the average category visitor. For example, people reached in the Entertainment segment spent approx. 418 minutes per visitor on sites in that category, whereas the average visitor only spends 191 minutes.

More information on the study can be found on comScore’s website.

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Second Life Attempts to Stage a Rebirth

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NEW YORK Like many utopian visions, Second Life was uncompromising in its laissez-faire approach. The virtual world was launched as a platform that allowed users to do pretty much whatever they pleased, Read more

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