Social Media Advertising: Who Measures, Who Wins

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Gigaom, 9/27/10

Companies that best address the social advertising measurement challenge will get more of what eMarketer says will be $2.1 billion in U.S. spending next year. As I discuss in a post at GigaOM Pro, opportunistic suppliers will thrive by understanding what is unique about the space as well as how it fits in comparison to traditional media.

With the exception of user reviews and coupon-sharing/group shopping, today, most social media experiences lend themselves to brand advertising. Most traditional brand advertising measurement concepts are applicable to social media: demographics, reach, frequency, duration, brand “halo effects,” etc, but there are three things truly unique to social media:

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