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Social Advertising: Analysing the Benefits and Challenges

Published by: Generator Research Limited

Published: Nov. 2, 2007 - 21 Pages


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

Abstract

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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