People on social media want a real connection so it’s not surprising that ads are being ignored.
In recent months, it feels like the advertising world’s worst fears have erupted into a full-blown panic. Use of ad blockers is running rampant (last week, Howard Stern introduced ad blockers to a whole new mainstream audience). Click fraud is even more rampant. Fears of cord cutting have finally begun to affect media stocks. And the ad money simply isn’t following the readers to mobile devices.
Social media has positioned itself as the savior to these problems, because ads on Facebook, Twitter, Instagram and Pinterest mimic the activity that regular users are already doing – they just happen to be sponsored. The ads are meant to fit in organically, and so people engage with them more. More importantly, brands pay more for that engagement.
But a new study shows that, ten years into the social media phenomenon, the noise has increased, but engagement has decreased.
According to Forrester…
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