p2pnet - rss feed: Users ignore Facebook advertising!
p2pnet news view | Advertising:- It seems online consumers are a lot smarter than advertisers would like them to be, especially those who hang out on the so-called social sites.
Because, surprise, surprise they’d rather socialize with each other than be sucked into advertisements.
“The News Corporation owned MySpace continues to flounder on display advertising - often forced to serve low-cost flash banners with little brand value or purpose,” says Streem.
“Facebook told AdWeek that it was now looking for audience interaction across advertising, rather than display ads which take users away from the website.”
Which means ‘targeting’ you in one way or another, which in turn means finding ways, including Deep Packet Inspection perpetrated by the likes of of Phorm, to track you down, all the while praying you won’t find out, and if you do, you’ll fall for company efforts to bamboozle you into believing nothing sneaky is going on and that your privacy is safe.
Says Facebook, “Better insight about users means more effective ads, which leads to more conversions and success for your business.”"Advanced targeting on Facebook helps connect real customers to your business,” Facebook, still reeling from its Beacon privacy invasion disaster, promises..
According to Mike Murphy, Facebook vp of media sales, as quoted in Adweek, “Over the last few years, Web advertising has been all about demand fulfillment,” but he, “believes that Facebook users aren’t necessarily seeking to execute tasks or fulfill specific demands, and by their nature are less inclined to click on ads that take them away from the site.”
Noooooooo
And it’s all Google’s fault, he says. Apparently, because of the performance of Google, “the industry has been overly fixated on direct response advertising and delivering impressions and high click-through rates”.
And, “Without naming MySpace specifically,” Murphy says other social networking sites, “have mostly run low-performance banner and text ads - which he said adds to the perception that the category is struggling”.
So on and so forth.
Enter “Dubbed Engagement Ads,” each of which, “encourages users to interact with brands and share that interaction with their friends - without requiring them to visit brands’ profile pages or exit the site”.
Oh. Like, do the advertisers’ work for them. Is that like getting language translators to translate for Facebook without being paid?
Or as Streem puts it, “Monetizing ads across social-networks is considered difficult as the content is often considered low quality and users are less engaged and more focussed on internal content.”
Like interacting with each other instead of advertisements.
Streem - Facebook looks for saving grace, August 26, 2008
Deep Packet Inspection - Phorm and DPI: Alex Hanff, May 20, 2008
track you down - DPI firm Phorm had secret US op: report, August 14, 2008
Beacon privacy invasion disaster - Facebook faces new Beacon class action, August 14, 2008
Adweek - Facebook Tries New Ad Formats, August 25, 2008
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