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Friday, May 25, 2007

Brave New Media: Digital Getting Mainstream Attention

We talk about it all the time when we stop for hallway conversation. Post random comments on the blog. Send emails with a "here's an article on what we already know" tone of voice....

So, on that note, the WSJ reports on the "rise" of digital advertising and it's importance for the future. While this piece doesn't get into much new info (to us at least), perhaps an in-depth article in a traditional, respected publication (particularly to the people who need convincing that this is the real shit) will help further spread the word on how critical a shift it is. In fact, the Journal projects that, by 2011, the digital adspace will be closing in on a $40 billion industry.


Though it's good to see a traditional business paper talking on new media, honestly I would argue (and I think most of you would agree) the "brave new world" of advertising is not banner ads, paid search, etc but how companies are going to capitalize on social media to reach their target.

For example, I'm a big car fan. I'm often on car sites, building and comparing models, etc etc. So let's say Nissan were to track my internet activity, and consequently splash a banner ad on Facebook because I was poking around on the Nissan website moments before, curious about a new model...wouldn't really mean shit to me.

But, if they found a way to integrate themselves into the 15, 20 minutes or more I spend on the site (groups I'm in, people I'm friends with) then they may grab my attention. Hell, do a search for "Nissan" groups on FB and you get +500 results. So why not a Nissan sponsored group-- host events, membership discounts, factory tours, visits to HQ-- capitalize on the brand evangelists! Just one example, and I'm sure there are many more.

I'll be waiting for part 2 in this series, when they hopefully catch up to where we're at in the "brave new world" of advertising...

3 comments:

Todd W. said...

"the "brave new world" of advertising is not banner ads, paid search, etc but how companies are going to capitalize on social media to reach their target."

Amen, brother. I can't tell you how frustrating it is to see articles like this and conversations with traditional folks who see stuff like YouTube and rich media banners and immediately start thinking digital is just another distribution channel for tv spots.

Kay said...

And now the good news... Facebook is opening its membership doors to companies, allowing them to design widgets (among other things) that allow FB members to interact with & share their brands. Check out: http://www.ft.com/cms/s/cea9b736-0ade-11dc-8412-000b5df10621.html

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