Zuckerberg: “Larger part of advertising is in traditional brand advertising.”
Mark Zuckerberg spoke at the All Things D conference today (Dan Farber has great coverage, tech trader too). Kara Swisher of WSJ and Boomtown got to interview Mark and Xoogler COO Sheryl Sandberg.
The part that really stuck out for me was Zuckerberg’s statement on advertising:
“The larger part of advertising is in demand creation and traditional brand advertising. Facebook has a really unique opportunity to fulfill that message. Users tell us what they like and what they do, and it provides us an opportunity to work with advertisers to provide things that are great for users. We think we can offer real users engagement.”
Zuckerberg’s statements embodied some of the long term thinking missing from much of the discussion of the Facebook platform. The real money and good money found through platforms will come from large brand advertisers, not advertising “Fling”. Look at this Marketing Pilgrim post for an idea of how big the brand advertising business can be. Brand spending across our network (movies, music) seems like a test budget compared to the money that sits behind the dam.
This isn’t going to happen over night and scrappy developers will have to re-invent their applications several times to take advantage of what works in the mean time. But it will happen.
This shift is the consequence of two major trends: the shift of time toward social media sites, and the shift of ad dollars online. Brands can simply run more interesting and accountable campaigns online than on TV.
Similar to Facebook, and in Zuckerberg’s words “It’s really just getting started”.
Tags: advertisers
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May 29, 2008 at 6:29 pm
[...] second the Social Media Blog’s call for advertisers and marketers to take a more serious shot at optimizing their ...