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03.21.06 12:15 PM
advertisers shun social networking
According to an Online Media Daily report, at the recent Advertising Research Foundation Annual Conference major advertisers are avoiding myspace and other social networking sites like the plague. Reasons cited for the avoidance include:
- concern about its potential for criminal use (sexual predators)
- fears that user-generated content--including pictures and text with sexual overtones--will be offensive
Yet marketers pointed out that sites like myspace were good for fulfilling initiatives that major advertisers did not currently have a plan for, such as product specific pages and VOD.
So it turns out that having the most traffic is not always the best biz model afterall.
tags: media | marketing | social networking | myspace
posted by lynne | link to this |
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Comments
I really dug danah boyd's recent Friendster/MySpace essay. Not just market wisdom in there ...
posted by George | March 23, 2006 1:41 PM #
so is this a scenario where content is still king and traffic is a double edged sword? or did i miss the point.
posted by critic | March 23, 2006 4:52 PM #
kevin - you got the point. content is king. especially UGC (user generated content) - why else would google video sell home movies right next to network shows and hollywood movies. but the truth is advertisers, and the media world in general, are still as scared or unexperienced about the web as they ever were. i had been working on a myspace post for several weeks now - i suppose it's time i get it cracking.
posted by lynne![[TypeKey Profile Page]](http://www.lynnedjohnson.com/nav-commenters.gif)
| March 23, 2006 9:07 PM #