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Social Strategy: Network-Curated Ads?
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PedroGonzales
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PedroGonzales,
User Rank: Ninja
8/6/2014 | 11:22:44 AM
new marketing tool
the strategy used by instagram is correct;  Facebook no curated ads ,in comparison to, instagram don't seem to be as an effective marketing tool. I still have a hard time seing how liking or sharing a product translates to actually buying it.
jastro
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jastro,
User Rank: Apprentice
8/6/2014 | 11:25:36 AM
Instagram
Oh, does this mean I have to like Instagram? I so don't like Instagram. It's the pinnacle of self-indulgance, next to Facebook...
zerox203
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zerox203,
User Rank: Ninja
8/6/2014 | 12:38:43 PM
Re: Network-Curated Ads?
Very interesting, Dave. This is one of those little tidbits that would never have come to my attention if I didn't read about it on InformationWeek. Maybe advertisers have their ears pressed to the floor when it comes to this stuff, but I don't - yet, it is something I'm glad to know. I'm with both the other commenters here; I tend to look upon my instagram-using peers with a combination of confusion and pity. Now, whether or not this changes my opinion on that aside, it certainly appears that advertisers should take the opposite approach. Instagram users might become their favorite customers. Actually, thinking about which of my friends use instagram, maybe that's not all that surprising...

On a serious note, I wonder if this will become the wave of the future. Saying that traditional models need a re-evaluation is kind of what social marketing is all about, isn't it? Like you said though, Dave, many companies are inclined to just copy/paste their existing advertising model onto Facebook and call it a day. Maybe it's not all that surprising that that's not working out as well as Instagram's approach. To me, the takeaway is not that you should have your ads curated by the CEO of the company hosting that ad... just that you should be open to new models in the social age. Try something new, let someone else call the shots; after all, based on those Facebook numbers, it sounds like a lot of advertisers don't have all that much to lose.


David Wagner
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David Wagner,
User Rank: Strategist
8/6/2014 | 1:29:05 PM
Re: new marketing tool
I still have a hard time seing how liking or sharing a product translates to actually buying it.


@PedroGonzales- Well, it definitely isn't a one to one correlation. But you've got a few things going for you with shares and likes. For one, people trust peers more than companies so if they see a few shares and likes they are more likely to look into a product. Another is that 6,000 shares could equal over half a million views of your ad. If someone has 200 friends and they share, all 200 see that ad, multipled by 6000 people and that's some serious exposure.

People obvious don't buy a product just because they know about it, but they have to know about it and be interested and trust it before they buy it. So that's a start. 
David Wagner
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David Wagner,
User Rank: Strategist
8/6/2014 | 1:29:40 PM
Re: Instagram
@jastro- Ha! I'm no fan either. But if you want to use it for business, you need to learn to like it. :)
David Wagner
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David Wagner,
User Rank: Strategist
8/6/2014 | 1:34:15 PM
Re: Network-Curated Ads?
@zerox203- Thanks! I found it really interesting, too. It is only because of the increased crossover between CMO and CIO that I've started watching this more carefully. 

I think whether this is the wave of the future depends on how you define it. Definitely, Facebook and instagram are proving that in-feed ads are the future. Banner ads alone aren't cutting it. You have to have your ads in the same feed as your content. 

And curated content in general is definitely here to stay. It is still too early for me to prove that network curated content is here to stay, but I just feel like this is a revenue growth service that social networks can provide. And if the networks do it well, people will pay for it. It seems natural to me. 
ChrisMurphy
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ChrisMurphy,
User Rank: Author
8/6/2014 | 2:02:59 PM
Re: Network-Curated Ads?
Might scarcity contribute to the ads success in this pilot -- that there are so few ads on Instagram that users aren't weary of them and tuning them out?
David Wagner
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David Wagner,
User Rank: Strategist
8/6/2014 | 2:11:17 PM
Re: Network-Curated Ads?
@Chris- I don't think so. If anything, i would think that would make them harder to notice. 

One thing is that they mostly accepted ads from Fortune 500 companies. Obviously Fortune 500 companies have products people like. On the other hand, I don't know why you'd need to share a Taco Bell ad (Taco Bell was one of the successful ads) because it isn't like anyone isn't familiar with them. And yet they were shared quite a lot. 

Honestly, I think it is quality of ad. But I can't prove it. Sample size is still too small. 
David Wagner
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David Wagner,
User Rank: Strategist
8/7/2014 | 5:46:14 PM
Re: Totally
@rich- Well, you know there's more to a sale than a marketing impression. Everyone knows that. But you have to start with a marketing impression or the rest doesn't matter. If no one knows your product, that also doesn't turning into sales. How many times have you watched TV and said, "wow, that was a great ad and not bought the product?" The same is true of social media. 
SaneIT
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SaneIT,
User Rank: Ninja
8/8/2014 | 7:37:59 AM
Re: Totally
I think McDonalds just found out how brutal Instagram can be.  They launched an ad campaign that was torn apart by commenters.  Being seen or commented on via Instagram is not always a good thing.  I'm betting the marketing team behind that one is in hiding right now.
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