We are entering the beginning of the end of the destination web as we have known it. Consumers increasingly spend time in social networks and less in their email inboxes and visiting traditional websites. As such, brands continue to race to social media sites in the hopes of connecting with consumers when their attention is focused on conversations relevant to those brands. Part of the challenge however, is earning the attention of consumers not just once, but also building a relationship with them over time.
Many brands are, of course, developing a presence within customer networks of relevance such as Facebook, Twitter, and YouTube. While some are finding initial success, most are looking for ways to grow the size of their networks and and the depth and endurance of their engagement. In social media, a new wave of digital advertising services and products offer brands the ability to reach beyond their existing communities. Twitter’s Promoted Products suite, Facebooks contextual, friend-based banners and “Sponsored Stories” program, and YouTube’s Promoted Videos, for example, help brands extend their reach by tapping into the social and interest graphs of consumers. The hope is that businesses can attract attention, find relevance, and build more effective communities through a more engaging social advertising program.
The Pivot team set out to learn more about the state of social advertising and its opportunities by conducting an industry survey of 230 brand managers, executives, and marketing professionals.
Is Social Advertising the Cure for Banner Blindness?