SkyHorse.Org

Advertisers pulling out of Facebook: Reaction reaction reaction

August 18th, 2007 SkyHorse

It was going to happen sooner or later. After BBC’s Panorama report on the people, sites and advertisers behind some of the worst ‘user-generated’ content on the UK web space it took just a few days for the fire to spread to the marketing director’s desk and for him to call off any ads placed next to questionable content. I can imagine the 7 year old kids (that’s how young on-line media buyers start working these days, according to industry veterans) frantically searching for all the ‘bad’ pages before the journalists or competitors had the chance to find them.
They missed the BNP group page on Facebook. So, advertisers pulled out of the entire site. I remember that day, the day I opened several pages on Facebook and I managed to not have a single ad being displayed. I immediately shouted “overreaction”, to which Mr. T. who I was next to me retorted that marketing directors couldn’t care less and all they probably did was pick up the phone and hail “STOP” out loud. That’s how it works in media, reaction reaction reaction.

But I don’t think online media is the same as regular media. A web page is not an outdoor, in the sense that it does not exist per se, it is only ‘created’ when someone visits it. When you say ‘RBS ads were seen on the BNP page on Facebook’ its not like someone happened to walk nearby and saw that ad next to BNP supporting material. What you really mean is ‘someone opened the BNP group page on Facebook and they got an RBS ad at the same time’. The small difference is that someone went to that page, on purpose. We could criticize the BNP itself, or defend it, but that is not the point here, as it seems to be in the general discussion about this topic. The point is RBS was advertising a service, not to benefit the BNP financially (no one gets financial gains from the advertising on Facebook but Facebook themselves, at least for now) but to reach an audience that could be -or not- supportive of that political viewpoint. Is this wrong? I don’t think so. To me it is analogous to putting up an outdoor near a community that support the BNP: would you even think twice about it? Since the ads do not benefit the political group but only Facebook I honestly don’t know what the whole fuss is about. But maybe that’s because I’m a techie…

Share/Bookmark
Tags: ads, advertisers, BNP, facebook, marketing, online media, page, politics, RBS, social-networking, user-generated-content, Web Design, web-2.0, web-marketing

Related posts:

  • wunderLOOP: The start of a new wave of online advertising
  • GRP and TRP – Offline marketing notions for online advertising professionals
  • New web marketing strategy born?

Posted in online media, Web Design | No Comments »

  • Tags

    advertising AI apple behavioural-targeting business Computing cPanel deep packet inspection Downloads DSP Games GNU/Linux google hacking hacking Hardware headphones hosting Ideas Instant Messaging iphone marketing online-advertising online media Personal Philosophy phorm poker Programming satire scripts Security sociology startups technology Travel ubuntu v-moda Visionarism web-2.0 web-marketing Web Design WHM wunderloop yahoo
  • Pages

    • About
    • Web Server Administration
      • Auto update modsecurity rules – modsec.sh
      • DirectAdmin to cPanel : a partial BASH solution
      • The Definite Guide of Obscure Tweaks to Install and Maintain cPanel / WHM (version 10)
        • Configuring E-mail (Exim) related areas
        • Fixing open DNS servers
        • Monitoring your server
        • Scripts and misc information
        • Security by Obscurity
        • Tweaking apache web server
  • Twitter Updates

    • Ads

    • RSS ExchangeWire.com

      • EU Has Outlawed Network-wide Ad Blocking: Will Advertisers & Ad Techs Carry On Regardless? 19 October, 2016
      • How Can Publishers Thrive Despite the Socialisation of News? 19 October, 2016
      • 5 Steps to Ensure a Secure Marketplace for First-Party Data 18 October, 2016
    • RSS Lies, Damned Lies…

      • 6 steps to building your Marketing Data Strategy 22 October, 2015
      • Got a DMP coming in? Pick up your underwear 27 August, 2015
      • The seven people you need on your data team 24 June, 2015
    • RSS iMedia Connection: Consumer Strategies

      • A consumer-driven mindset in a big media package
      • Learn to leverage the social-search connection
      • Your social media disaster kit
    • RSS Unknown Feed

    • RSS Adotas

      • Deep Learning–AI that Recognizes Attitude & Intention–From RTB House 19 October, 2016
      • New Hires At: IRIS.TV; Drumroll; Gamut 18 October, 2016
      • 7 Digital Advertising Trends to Achieve Record Results This Holiday Season 18 October, 2016
    • RSS Brand Republic

    • RSS MarketingVox

      • eCommerce Satisfaction Down | Dueling Studies Argue Over Rate of Online Ad Fraud 30 December, 2014
      • Marketers in Spaaaaaaace…| Google Pushes New Mobile Formats | Panda Hitting Narrow Set of Sites 30 September, 2014
    • RSS Behavioural Targeting news

      • Ad Industry: Tough Privacy Rules Will 'Undercut' Internet Marketplace - MediaPost Communications 19 October, 2016
      • TrafficAvenue Acquires Cappture.com to Further Transform Digital ... - PR Newswire (press release) 18 October, 2016
      • eFlyerMaker Integrates With MatcherAnalytics to Deliver ... - PR Newswire (press release) 18 October, 2016
      • Nielsen Marketing Cloud Just Improved Its Digital Couponing Targeting Tools - Adweek 18 October, 2016
      • Here's How Brands Are Cashing In on Snapchat's Long-Awaited API ... - Adweek 18 October, 2016
    • Ads

    • Blogroll

      • 90kts
      • Acxiom Poker Nights
      • Amy’s blog
      • Bytter’s blog
      • Impare Arquitectura
      • Impare Design
      • morena flor no samba da saudade
      • Not Quite There Yet
      • Swedish Pirate Party
    • Cartoons

      • Geek & Poke
      • Order of the Stick
      • User Friendly
    • Gaming

      • Neverwinter Nights
    • online media

      • Knowledge for the Digital Economy
      • Mike on Ads
    • Personal

      • Banksy
      • Designarte
      • Made to measure shirts – Atelier de Camisa
      • My Amazon Wishlist
      • SkyServers.Org
    • Science

      • New Scientist
      • Rex Research
      • ScienceBox
      • Wired
    • Security

      • GPG4Win
      • GPGol
      • GPGShell
      • Mod Security
      • Offline Windows NT(2k,XP) Password Recovery
    • Web Design

      • PageStrength
      • SiteScore
      • UrlTrends
    • Meta

      • Log in
      • Entries RSS
      • Comments RSS
      • WordPress.org

    © 2003 - 2011 Paulo Cunha | SkyHorse.Org is proudly powered by WordPress | Theme based on Bob