| 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.
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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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