ClickZ: Dynamic Social Sites, Static Ads
Check out my most recent column in ClickZ. Here's an excerpt:
The word "social" seems to be everywhere. All over the world, people have tuned into digital media to find each other, collaborate, create, and otherwise socialize. The Cannes Lions Grand Prix winner this year, Dove's "Evolution," wasn't an ad run in traditional media, or even traditional online media. People socially, or virally, spread the message. Radiohead's new album release as a name-your-price digital download is being regarded as a social experiment.Dynamic social behavior seems to be all around us. So why does it seem that most ads around this content are so static? The average animated or flashy rich media and video ads seem to deliver the same message wherever or whenever they run. With the lack of dynamic content delivery and appeal to consumers' inherently social behavior, is there really any wonder why click-through and interaction rates tend to languish? Why has it taken so long to see mass-market forces adapt to proven successful approaches to consumer behavior?
Happy Columbus Day.
