I recently read the article "What Advertising Strategies Work with Social Apps?" that was featured on ClickZ. The article focuses on four different social media platforms: foursquare, mobile applications, Facebook applications and social interview.
The trend here is activity based advertising. The advertiser wants to integrate the user into the experience and provide them with something of value. We have seen that, yes of course people are on all of these sites, but we need to look deeper to see their level of involvement with the social networking platforms. Dig deep to see and make the connection and interaction with the user instead of being to the side. In a nut shell- we need full on integration and interaction. In my opinion, the interaction is a much better result that a traditional CTR approach.
The article highlights that an advertiser must engage with, not at a customer. You want to be integrated with the customer's actions. Damon Burrell, VP marketing at MTV Network states that"engagement isn't about users clicking on a banner and coming to our site, but rather integrating them into the experience and providing something of value."
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