Social media are media for social
interaction, using highly accessible and
scalable communication techniques.
Social media is the use of web-based
and mobile technologies to turn
communication into interactive dialogue
"We use Facebook to schedule the
protests, Twitter to coordinate, and
YouTube to tell the world.„
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Blogger,
ExpressionEngine,
LiveJournal,
Open Diary,
TypePad,
Vox,
WordPress,
Xanga
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SoundCloud,
Bandcamp,
Soundclick,
Imeem,
Justin.tv,
Livestream,
OpenCU,
Skype, Stickam,
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Ustream,
blip.tv,
oovoo,
Youtube
epinions.com,
Yelp,
Inc.Askville,
EHow,
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ccMixter,
Pandora Radio,
Spotify,
Last.fm,
MySpace Music,
ReverbNation.com, S
hareTheMusic,
The Hype Machine,
Groove Shark,
Stack Exchange,
WikiAnswers,
Yahoo! Answers,
Quora,
ask.com
• And many
others…
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Segmentation
 Targeting
 Positioning
Gain a Competitive Advantage
 Learn from Your Customers
 Enhance Your Products and Services
 Better Target Marketing Efforts
 Market Innovation
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Contextual advertising is a form of online
advertising that involves the targeted
placement of ads for display amongst
relevant content.
The global migration to the virtual world
which offers greater reach
 Lower costs with greater effectiveness
 The ability to facilitate and transact
business online
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Advances in Advertisement Relevance Software
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Message Customization and Contextual Advertising
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Software-Free Contextual Advertising
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Contextual Advertising and Video Games
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In-Text Video Contextual Advertising
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Billboards and Contextual Advertising
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Viral Videos and Contextual Advertising
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Contextual Advertising and Pricing
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Contextual Advertising and Control
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Contextual Advertising and the Migration Toward Behavioral Advertising
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Developers are seeking to improve the
relevance of targeted advertisements
displayed to the viewer.
the relevance of an advertisement is
determined by technology such as Googlebot
and Mediabot.
This technology works by inserting JavaScript
into the webpage in order to display relevant
advertisements to the user.
The algorithms are currently being improved to
more accurately match advertisements to the
preferences of the consumer.
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Developers are devising ways to determine
the ages of the individuals using a particular
computer or the family groups associated.
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Developers are seeking ways to customize
the messages displayed to the audience.
The advertisements, in the future, will also
be able to gain more information from the
audience to influence an individual buyer
through message customization.
Some companies choose to work
directly with publishers to include
contextual advertising.
 The AdSense program analyzes the
content of the web pages and selects
ads that seem most appropriate.
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Developers have tried to insert contextual
advertising in video games.
 Sony’s Wipeout HD was one of the first
games to contain contextual advertising
before loading. Gamers complained and
immediately the advertisements were
removed from the games.
 Developers are seeking ways to integrate
contextual advertising without interrupting
the load time of the game and the user’s
experience.
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Adbrite was one of the first to market invideo text advertisements on YouTube.
 ScanScout uses General Catalyst
Partners in order to place advertisements
over the video before viewing.
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Companies are making plans to embed
cameras in billboards and scan the faces of
people who pass by the billboard.
The software will tell the advertiser how many
people passed the billboard and how long
they looked at it.
Most individuals will have their gender read by
an accuracy of 85%.
Men and women could see different ads
based on their gender. These campaigns
intend to be “ultra-targeted” to direct
advertisements only to individuals who
frequent the area.
Viral video uses the participation of the
audience to create user-generated
media.
 Businesses will try to understand their
audiences to solicit involvement from
user-generated media.
 Consumers will become attracted to
messages that are relevant to them as
opposed to targeted at a general
audience.
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Publishers and advertisers are
encouraged to work together to
maximize the amount of money that
they both earn.
 If they work together, they both will earn
a profit. Advertisers enjoy the ability to
set their own prices for their product.
 Google introduced the Smart Pricing
scheme that will allow prices to be
dynamically set.
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Publishers can now select more than one
contextual advertising company.
 They will gain more control when they
are allowed to choose.
 Publishers may also have the ability to
select specific ad categories.
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Behavioral advertising is expected to
become the next contextual advertising.
 Behavioral advertising records the user’s
behavior rather than just the user’s
preference.
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Combination of YouTube videos and Facebook
pages to promote its Sienna minivan.
 Creating a fictional couple who “believe they are
cool despite all evidence to the contrary”
 Series of videos through the YouTube site, then
solicited Facebook fans, combining both forms of
social media.
 Within a few weeks, each of the YouTube videos
had been sought out and viewed an estimated
12,000 to 15,000 times, with approximately 2,000
Facebook users signing on as fans of the Sienna.
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By Wednesday afternoon, the video had been
viewed more than a million times on YouTube.
References to it were in five of the 12 results on the
first page of Google search for “Dominos,” and
discussions about Domino’s had spread throughout
Twitter.
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“Even people who’ve been with us as loyal
customers for 10, 15, 20 years, people are secondguessing their relationship with Domino’s, and
that’s not fair.”
“We realized that when many of the
comments and questions in Twitter were,
‘What is Domino’s doing about it’ ” Mr.
McIntyre said. “Well, we were doing and
saying things, but they weren’t being
 covered in Twitter.”
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http://clevermarketer.com/5-reasons-to-use-socialmedia.html
http://www.slideshare.net/virtuallinda/top-10reasons-to-use-social-media
Tylor, G.: „Do Ads Work on Social Networks? How
Gender
and Age Shape Receptivity”
http://www.facebook.com/home.php?#!/RedRobi
n
http://www.facebook.com/home.php?#!/sienna
http://www.business2community.com/marketing/c
ontextual-advertising-as-a-powerful-tool-0122216