Research group IDC has put together a detailed presentation on consumer attitudes toward advertising on social networks, showing that 73% of social network users prefer free online content with advertising over paying for content. This is great news for our advertising partners and publishers alike and is another boon for the offer-based advertising channel. We think online content should be free too and are glad to be helping users across the social Web enjoy their favorite games and apps for free by choosing to participate in our offers.
Another key finding from IDC is that consumers are annoyed by ads that disrupt the social experience because the online environment is active, not passive. However, IDC notes that most advertisers are missing this opportunity because they are employing the wrong approach in trying to reach the social network audience.
Users are on social networks to keep in touch, share and socialize with friends. So long as we don’t distract them unnecessarily from doing this, the social Web offers advertisers and marketers a unique opportunity to interact with consumers and engage them with their brand. Creating ads for users that are relevant and less annoying is the biggest challenge. IDC confirms what we at Offerpal have been saying for some time, that if you can become part of the social experience, you can build and nurture relationships with consumers on their terms.
Ultimately, if advertisers learn to understand the the nature of interactions on social media sites they can begin to speak the language of the consumer.
Check out the full presentation here.
Filed under: advertising
