Comments on: Social Networks vs. TV Networks vs. Digital Out-of-Home Networks http://blog.broadsign.com/digitalsignagedigest/index.php/2008/05/12/social-networks-vs-tv-networks-reminds-you-of-anything-like-some-past-bubbles/ Connecting the digital signage community Sun, 28 Sep 2008 16:33:19 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: David Weinfeld http://blog.broadsign.com/digitalsignagedigest/index.php/2008/05/12/social-networks-vs-tv-networks-reminds-you-of-anything-like-some-past-bubbles/comment-page-1/#comment-2800 David Weinfeld Tue, 13 May 2008 14:12:23 +0000 http://blog.broadsign.com/digitalsignagedigest/index.php/2008/05/12/social-networks-vs-tv-networks-reminds-you-of-anything-like-some-past-bubbles/#comment-2800 Very interesting and insightful post. Social networking sites are still struggling to monetize their large subscriber numbers because every sites' initial and primary goal was to gain subscribers. They figured that if you build it (large subscriber base) then the advertisers will come in truck loads. They need to ADAPT to the desires and behaviors of consumers. Facebook attempted to do this with their behavioral-targeting advertising platform with terrible results - subscribers rebelled against the open mining of their data. Social networking sites, much like TV networks, need to involve consumers in the conversation and illustrate that they value consumers' role in advertising. Digital Out-of-Home is such an exciting and powerful medium becasue it exists to deliver the right message at the right time. Its flexibility and targeting power allows advertisers to craft unique messages for alternate demographic groups. Advertising in today's media environment of choice and consumer power works as long as you bring consumers into the conversation. Social networking sites must find a way to provide their subscribers discernable value in advertising to them. Very interesting and insightful post. Social networking sites are still struggling to monetize their large subscriber numbers because every sites’ initial and primary goal was to gain subscribers. They figured that if you build it (large subscriber base) then the advertisers will come in truck loads. They need to ADAPT to the desires and behaviors of consumers. Facebook attempted to do this with their behavioral-targeting advertising platform with terrible results – subscribers rebelled against the open mining of their data.

Social networking sites, much like TV networks, need to involve consumers in the conversation and illustrate that they value consumers’ role in advertising.

Digital Out-of-Home is such an exciting and powerful medium becasue it exists to deliver the right message at the right time. Its flexibility and targeting power allows advertisers to craft unique messages for alternate demographic groups.

Advertising in today’s media environment of choice and consumer power works as long as you bring consumers into the conversation. Social networking sites must find a way to provide their subscribers discernable value in advertising to them.

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