CPMs in social media are low and advertisers are not getting quality results in their display ads on social networking sites. The reason for low CPM’s is that folks inside of social networks can be there to network, explore and share and the advertisements are intrusive and unintegrated. Common display ad units are primarily about entertainment, and there is a major disconnect in consumer engagement with those ad units. Why aren’t advertisers reversing the trend? They should be taking those same ad units, which they’re trying to force into social networking sites, and instead try putting the social networking inside of the ad. Advertisers should make it easy for a consumer to engage with an ad by letting them put the ad onto Facebook, add it to their calendar, share it with a friend, and so on. We all know the power of word of mouth and advertisers should be harnessing this in the rich media ads they are distributing across the web.
Thanks Ernest.
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