1/5 display ads in US served on social networks

By September 2nd, 2009

myspace-facebookAnalytics firm ComScore has released a study that claims over 20% of all display ads in the US are being served onto social networks, the lion’s share on heavyweights MySpace and Facebook. Interestingly, those spending on socnets have names that are surprisingly familiar: AT&T, Sprint Nextel, and Microsoft.

What about the infamous advertiser skittishness with social networks?  Sanford C. Bernstein analyst Jeff Lindsay, when asked if advertisers are sensitive about what kind of content can be juxtaposed against their ads on social network sites, said:

“They are sensitive to some extent [to suggestive or offensive content], but nowhere near to the extent you might think.”

Seems to be the case for a certain type of advertiser. The top 10 advertisers fall into buckets that make sense if your target audience is younger people (i.e. those that won’t be put off by curse words, party shots and textese): cell phone companies (AT&T, Sprint and Verizon), online degree promoters (Apollo Group, Experian) and games and quizzes (Pangea, Zynga, GameVance). And Microsoft might be trying to raise its sexiness among younger people charmed by edgier Apple and Google.

As the general population becomes as comfortable with social network content as the Millennials, we might see a broader spectrum of advertisers penetrate the medium.

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This entry was posted on Wednesday, September 2nd, 2009 at 4:13 pm and is filed under Online Advertising, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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