Measuring and maximising the value of online friending

Joseph Webb

Increasingly consumers like to spend time on social networking sites, and advertisers must be there, but it requires a quite different advertising model.

Measuring and maximising the value of online friending

Joseph Webb

As the media landscape becomes increasingly fragmented, with billions of web pages, hundreds of TV channels, on-demand access to content and the ability to record, pause and fast-forward live television, the ways in which we can bypass traditional advertising continue to grow.

The challenge for brands to find new ways of reaching the sceptical, ad-resistant consumer has never been greater, in an arena where personal choice and personalised media is paramount.

Advertising has to be where consumers spend most of their time and, increasingly, this is on social networking sites....

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