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. With Last note on the marketer Facebook invasion
Ad Age’s Matthew Creamer on the rush of marketers into Facebook-land that I was pondering earlier this week:
Not since the advent of blogging four years ago have ad and media types so jumped on a new-media bandwagon for their own communications and networking purposes.
It’s as though the ad business, frustrated with voyeuristically looking on at the rampant growth of younger-skewing sites such as MySpace, finally has a network of its own and has responded with an eruption of self-expression….
Why the sudden rush to a platform that’s been open for some time? “A lot of marketing people felt they were too late on blogosphere 1.0, which was very generous to those who moved fast, so they’re trying to avoid that this time around,” said Pete Blackshaw, chief marketing officer at Nielsen Buzzmetrics. “Also, they’re realizing what all the college kids did: that Facebook is a solid platform with sticky appeal.”
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Reader Comments
I’m not sure that’s really true – what about the bandwagon so many ad and media types were jumping on just 6 months ago: Second Life. That was a flop if I’ve ever seen one. The good thing for advertisers, I guess, is that the investment in marketing on these kinds of platforms is a fraction of what it would cost to throw up a billboard or TV ad in real space, so there’s a larger margin for error.
And I’m pretty sure this Facebook ad bandwagon is also going to fall squarely on the side of error. I don’t know about anyone else using Facebook, but when I have ads seeded into my News Feed, I literally skip right over them. Scanning the Feed, you can subconsciously recognize an ad from reading the first two or three ads, and then your brain just discards it and moves on to the next one. I can honestly say that although I’ve been advertised to on Facebook for at least a month, I couldn’t for the life of me name one product or company that’s come up on my Feed.