April 2009
24/7 Real Media, a global digital marketing company, has begun a pilot program to integrate social media engagement metrics into its behavioral targeting application. These social media engagement metrics will augment existing behavioral targeting attributes to drive robust advertising response and conversion.
Working with companies such as NuConomy, an innovator in social media measurement, select 24/7 Real Media advertisers are now leveraging non-traditional metrics such as comments, ratings, video plays, and link sharing to customize advertising, increase responsiveness and drive purchases. NuConomy’s approach to analytics measures the social elements of digital media, including Flash, AJAX, and Silverlight applications.
The use of social media has grown exponentially over the past few years. More than 580 million people now use social networks worldwide, and an estimated $2.3 billion will be spent on social network advertising in 2009.
In addition, there are over 105 million blogs on the Internet, with 45,000 more created each day. The prevalence of user interaction on these sites, such as posting comments and sharing links, presents advertisers with an effective new means of targeting.
“Advertisers must continually adapt their targeting strategy to reflect the behaviors of consumers. Integrating social media analytics will give our customers another tool for delivering relevant messages that drive response,” said Brian Lesser, GM of the Media Innovation Group at 24/7 Real Media.
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