Advertisers 'must not ignore' social networking sites
Tuesday 27 October 2009
The importance of social networking sites for online advertisers has been highlighted by an industry expert, who observed that those who do not harness their potential could risk losing out to competitors.
Mike Read, comScore's managing director in Europe, made his comments following release of data by the company, which revealed that, in August, such pages were accountable for 13.8 billion display ad impressions, or more than 25 per cent of all such strategies on the web.
Remarking upon the reach and volume of ads that can be supported by social media, Mr Read went on to say that those who do not use this channel "may be missing a significant opportunity", adding that they may also be allowing others in the industry "to gain a dominant share of voice".
Meanwhile, portals such as Facebook and Twitter were recently emphasised as essential to those in the marketing sector by eMarketer's Jeffrey Grau, who observed that more attention should be paid in that direction.
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