Brands mis-targeting ads on social sites

Goldie, Luan
July 2007
New Media Age;7/12/2007, p2
Trade Publication
The article reveals the failure of media agencies and brands to take advantage of the opportunities offered by social networks to target specific consumers through advertisements. Many social networks feature a large number of advertisements being served to under 16-year-olds despite being for about brands. Social networks provide geotargeting to brands and their media buyers. But this opportunity is not being exploited by media agencies. Hyper Happen strategist Ruth Barton explains that the very power of these online advertising sites is being able to target by age and demographic.


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