Social advertising doesn't stop at delivery

4 February 2010

Channel 4’s audience profiling capability, which lets advertisers choose specific content based on demographic (nma 22 October 2009), is a clear indicator of why ad spend is shifting online. Effective targeting means less waste and better return.

But it’s not just targeting that’s changing. The ads themselves are having to work harder to engage their audiences. And what better way to do this than to get people to be part of the campaign? Ad campaigns in this new world involve users creating content (see Microsoft’s I’m A PC or Sprint’s Now Network), spinning the campaign into online communities (the brilliant Compare the Meerkat), and even supporting product development (Walker’s Let the Flavour Unfold).

Brands can target very specific groups, the potential for creativity is limitless and consumer response is completely transparent. But in an engaged world, users can talk back to advertisers, and advertisers have to be prepared to listen and respond. Getting consumers involved in ad campaigns requires a shift in attitude and a willingness to relinquish some control. Some of the content you get back will be fantastic and some will do your marketing for you. But some will be negative and you’ll need to respond to that.

Before interacting, brands should have a clear strategy to harness positive feedback, respond to the negative and filter out anything abusive or illegal that could damage reputation and compromise users.

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