Abstract
Analysing the Benefits and Challenges
- What is Social Advertising?
- Key Benefits for Advertisers
- Detailed Scenario Descriptions
- Affiliate Networks: AdSense
- Open Environment for ' Social Ads'
- Facebook, Google and Microsoft
This report begins by explaining the four targeting techniques that are being
used by players like DoubleClick, Revenue Science and Google to serve ads that
are aimed at individual users.
By using a number of advertising scenarios, the report then explains why all
of these ad-targeting techniques have significant limitations and why social
advertising will allow advertisers to target ads more effectively than
existing techniques.
The benefits of social advertising are detailed using many examples of
practical advertising situations which allow the advantages of this new ad
media to be clearly appreciated. The report also explains why social
advertising faces a number of key challenges that will need to be addressed.
The report describes a general framework for social advertising that includes
the most recent announcements that have been made by Facebook, Google and
others.
This report is an ideal choice for those who want to understand what social
advertising really means, what the benefits are, how it differs for existing
online advertising, and what role it will have in the advertising industry.
In compiling this report we spoke to a range of senior executives from
established companies and start-ups who are working at the forefront of the
social advertising. We also spoke to others who work for companies that offer
ad-serving technology that is aimed at the mainstream online ad market.
Table of Contents
- Introduction
- Main Categories of Online Ad Inventory
- Four Types of Ad Targeting
- Benefits of a Social Graph
- Benefits can be harvested on four levels
- Positioning of Key Players
- Level 1: Placing Ads on the Site
- Rich Profiling Data
- New Ways to Target Users
- Level 2: Placing Ads within Applications
- Campaigns Follow Applications (Developer API)
- Viral Booster: Super-efficient Distribution of Campaign
- Level 3: Affiliate Network
- Increasing Campaign Reach
- Social Advertising: Facebook Affiliate Program
- Cookie Deletion
- Level 4: Open, Social Advertising Environment
- Caution: Avoiding a False Trail
- Reason 1: Networks of ' friends' tend to be weakly-correlated
- Reason 2: Even topic-focussed communities can contain highly diverse
individuals
- Summary
- Challenges
- User-generated Content
- Privacy Concerns
- Facebook and Google
- Cross-platform Considerations
- Enforcement Agencies
- Technological Complexity: Considerations
