3 ms·

"2. Tomorrow's ad exchanges will resemble the stock and options markets for equities." Already largely the case. See adwords. "3. Social media will simply be

"2. Tomorrow's ad exchanges will resemble the stock and options markets for equities." Already largely the case. See adwords. "3. Social media will simply be called "media," and viewed as a fully-integrated part of the overall media buy." I'm skeptical. I've purchased a lot of Facebook/Myspace ads and I can tell you first hand, they just don't perform as well as other types of media.

zck 17y ago
>I'm skeptical. I've purchased a lot of Facebook/Myspace ads and I can tell you first hand, they just don't perform as well as other types of media. Notice that you said "other types of media". So it's already coming true -- it is a type of media in the same way as newspapers, television, etc. Also, social media ads don't have to perform as well as other media to be considered media. They just have to be considered when a company is going to advertise.
- mattmaroon 17y ago
  Social media is a subset of media. It doesn't blend into the superset (in an advertiser's mind anyway). When I purchase AdWords, that's just media. It shows up on Google, blogs, some professional content sites, etc., and I don't know or care where. If they added Facebook to that, it would drag CPMs way down so they won't,
pradocchia 17y ago
"2. Tomorrow's ad exchanges will resemble the stock and options markets for equities." Already largely the case. See adwords. Largely the case for online advertisement only. Traditional media is still surprisingly backwards.
- mattmaroon 17y ago
  Is that solvable? An ad has to be placed in print long before it is shipped out. I don't think you can really hope for liquidity. Also TV advertising isn't that far from it either from what I understand.
  - pradocchia 17y ago
    Yeah, TV is almost there, next few years I figure. Liquidity w/ print might be an issue, but a larger one is transparency: what's the available inventory? In principle that should be knowable across all media types, for a particular geography, demographic, etc, with some measure of cost and effectiveness. But for now, pulling together the right buy is a real bitch.

zck 17y ago

>I'm skeptical. I've purchased a lot of Facebook/Myspace ads and I can tell you first hand, they just don't perform as well as other types of media. Notice that you said "other types of media". So it's already coming true -- it is a type of media in the same way as newspapers, television, etc. Also, social media ads don't have to perform as well as other media to be considered media. They just have to be considered when a company is going to advertise.

mattmaroon 17y ago
Social media is a subset of media. It doesn't blend into the superset (in an advertiser's mind anyway). When I purchase AdWords, that's just media. It shows up on Google, blogs, some professional content sites, etc., and I don't know or care where. If they added Facebook to that, it would drag CPMs way down so they won't,

pradocchia 17y ago

"2. Tomorrow's ad exchanges will resemble the stock and options markets for equities." Already largely the case. See adwords. Largely the case for online advertisement only. Traditional media is still surprisingly backwards.

mattmaroon 17y ago
Is that solvable? An ad has to be placed in print long before it is shipped out. I don't think you can really hope for liquidity. Also TV advertising isn't that far from it either from what I understand.
- pradocchia 17y ago
  Yeah, TV is almost there, next few years I figure. Liquidity w/ print might be an issue, but a larger one is transparency: what's the available inventory? In principle that should be knowable across all media types, for a particular geography, demographic, etc, with some measure of cost and effectiveness. But for now, pulling together the right buy is a real bitch.