Ben Shepherd writes: Great quote from P&G’s Ted McConnell in Silicon Valley Insider.
When asked on his thoughts regarding advertising on Facebook – he responded “I really don’t want to buy any more banner ads on Facebook.”
“I have a reaction to [Facebook] as a consumer advocate and an advertiser: What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?”
He went on to say “Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.”
I thought this was a good point in terms of some available placements on facebook – that said there is room for advertising on Facebook and some things work reasonably well. I’ve used it and will continue to.
However placing ads next to someone’s top friends widget or iLike or superpoke or whatever lame app someone has – who ever said this sort of thing is media? What problem does it solve? Who does it speak to and most importantly how? Sure, slide.com might have (or had) a pretty solid userbase but it’s irrelevant if they can’t offer advertisers a meaningful way to connect with them. It’s also irrelevant if none of the users are looking at the ads.
The larger issue is we need to, as an industry, resist the temptation to place ads on EVERYTHING and look at what advertisements actually add to the user and the placement. Digital could get rid of 50% of its current inventory and not feel any hit financially.
Just because someone uses it doesn’t mean it’s appropriate for advertising. It also doesn’t mean there’s any demand from advertiser or agencies to place ads on these junk placements.
Just becasue an audience are playing tic-tac-toe online does not necessarily mean that it’s a good place for an advertiser to place a message. Advertisers want quality environments – it’s not a new phenomenon and it’s not going away.
Liam Walsh: Well I had been hoping to disagree with Ben. Finally!
This is lunacy.
Ted doesn’t like facebook because somebody breaks up and therefore it’s not ‘media’…..
Yet Australian Idol is media, Big Brother is media, Today Tonight is media?????
Nonsense content is nonsense content.
If the facebook reader is a potential or existing customer then it makes sense to send them an advertisement.
Maybe it is just that Facebook isnt expensive enough to feel like it was an investment?
I will believe advertisers want quality content when Australia’s Funniest Home Videos has no paid ads in it. Until then I am in the very unfortunate position of having to be positive towards Facebook.