In the past, the primary advertising platforms were TV, radio and print. The problem with these platforms is that advertisers are only able to hone in on a broad demographic of people. Yes, daytime TV commercials advertise to stay at home moms and commercials on MTV cater to young adults. However, young adults consist of a large range of different people, whether they are men or women, who are 13 years old or 27. If you ask me, there is a big difference between the types of products a 13-year-old boy is going to buy compared to those of a 25-year-old woman.
Social Media is changing advertising, and quickly. With the addition of social media to advertising campaigns, brands are able to get their names out there, and to the exact person they want. Facebook and Google provide advertisers with all the information they need in order to advertise the perfect brand to you. Have you ever noticed how the ads on the right side of your facebook page seem to appeal to you, maybe more than the commercial for the sonic that is 50 miles away from where you live? That’s because facebook takes your gender, age, location, interests and everything else about you, and gives it to advertisers so they can create the ad that relates perfectly to you.
The other big appeal of online advertising is the fact that it’s actually measurable. Advertisers can measure the number of clicks, the number of views, the number of people who “like” the product, etc. Measuring these allows Media Planners and Social Media Specialists to calculate Click-through-rate, click-per-cost and click-per-lead ratios. With these results, clients are able to calculate a more accurate Return on Investment, making social media a valuable aspect of advertising. (Idea Industry, Brett Robbs and Deborah Morrison)
This is our advertising reality. There’s no need to create a one-size-fits all advertising campaign, when you can produce relevant advertisements to a specific target audience, if you wanted to you could even target a specific person. Advertising is changing and I don’t see it changing back any time soon.
- Why Facebook Is Looking Past Click-Throughs to Measure Ads (shanecrombie.com)
- Is Facebook Still a Useful Marketing Platform for Brands? (epiphanysolutions.co.uk)
- Coverage of NY paidContent Advertising Conference (nyconvergence.com)
- Preparing To Monetize Your Site for Advertising Revenue (leccoworkshop.com)
- Facebook Says It’s Looking Beyond Click-Throughs [INTERVIEW] (mashable.com)