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Tuesday, January 20, 2009

Newscorp / WSJ Story Cites Shift to Social Network Ads

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A story in the Wall Street Journal caught my attention today. 

Emily Steel wrote  "Marketers take search ads beyond search engines",  suggests there's a momentous shift toward social networks and video content providers.

I respect Steel and the vast majority of the Journal's work, but this "article" still reads too much like an advertorial for social network ads. Keep in mind Myspace and Wall Street Journal are both owned by News Corporation (NASDAQ:NWSA). Steel makes some interesting points, such as:


More online searches now take place on YouTube, the popular video site owned by Google, than on Yahoo, the No. 2 Web-search property. The change has companies including Pizza Hut, Universal  and rethinking their search marketing strategies.


Further down in the article, Facebook and MySpace are cited as two leading examples of new marketing trends.

On Facebook and MySpace, marketers don't buy ads tied to search terms. Instead, the ads are linked to information that users reveal about themselves on the sites, such as their age, hobbies or other personal interests....Marketers haven't gotten comfortable showing their ads next to user-created content that could be in dubious taste. Recognizing that concern, sites such as YouTube, Facebook and News Corp's MySpace have created systems that let marketers create and bid on ads through a self-service Web site, similar to the way they buy ads on search engines.News Corp. owns The Wall Street Journal.

I appreciate the fact that WSJ was honest enough to cite News Corp's ownership and I agree with the concept that search engine optimization should incorporate the valuable tools of social networks and video platforms such as Youtube,  One True Media or Ooyala,  but those are still secondary priorities compared to getting noticed in Google.

Pizza Hut was referenced as one of the companies expanding its marketing boundaries through a promotional deal with Facebook. If Pizza Hut has the extra resources to fund those efforts, I don't blame them, but I think most people who just a pizza still just go straight to Google and search: Pizza Hut  (name of their city.)

I've seen many ads on my network pages featuring products related to my favorite authors, bands and movies , but I don't click on them. If I really want to learn about U2's next album No line on the horizon, I'll Google U2 new album, or U2 No line on the horizon.

By Matt O'Hern at 03:22 PM | Comments (1)

(1) Thoughts on Newscorp / WSJ Story Cites Shift to Social Network Ads

At the end of the day, it's all about INTENT. Do visitors to a social network intend to purchase? No. Do they intend to read advertising? No.

The lure of social media is in the high numbers, but they never speak to engagement or concurrent users, only the total number of members (even dead ones).

People searching a search engine; however, may intend to buy... so a great strategy like business blogging is a viable strategy for a business to reach those with INTENT to make a purchase.

Comments by Douglas Karr : Wednesday, January 21, 2009 at 07:41 PM

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