The online advertising realm has seen a significant amount of innovation, especially when it comes to application advertising and social media advertising. Application advertising centers upon companies that build their own applications as an advertising mechanism. It is a simple way for companies to build their brands into the games that people play each and every day. It increases brand recognition and helps personify the brand in the minds of consumers, thus contributing to sales for a wide variety of products. Not surprisingly, Facebook has taken a lead role in facilitating this new means of advertising. According to the expert column at ClickZ, a website specializing in news and expert advice in digital marketing,“People are interacting and they're doing it virally. Take for instance Facebook applications, which are built to interact with the social network's platforms unique core features, which include inviting friends, news feeds, mini feeds notifications, and profile view.
In addition to the enormous reach Facebook has to offer, the intricate tale of real-time alerts creates a platform that generates viral distribution and growth of applications at rapid speeds.” Beyond the application role, Facebook has taken the lead in initiating the ‘create your own banner platform’ which allows consumers and businesses alike to gain exposure for their respective causes or products. The self serve social media advertising market saw significant growth in 2009 and is expected to continue to thrive throughout the course of this year. As a result, companies such as Global Market Exposure, are building parts of their business around the success of Facebook and the associated growth in banner ads. According to the company website, “Facebook's market penetration is approaching 70% in the U.S. Reaching Facebook's 300+ Million users can be extremely cost effective if done correctly. The wealth of information users provide about themselves and their interests allows us to target your specific market and demographic.” Global Market Exposure is one of several companies that help streamline the process of creating the ads and get them up and running on social networking sites. There is a lot of potential with this new technology, and it will be interesting to see what innovations emerge within the category as time goes on.
This blog post was written by Katie Tretter, Cassie Wolcott, and Mack O’Connell
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