A social media application holds promise for online display advertising.
We all know the lines between social media and online media are blurring. One noticeable way social media marketing is creeping into traditional online display is by incorporating sharing, bookmarking, and syndication chiclets into banners.
Do you know what chiclets are? They are those little Digg, Facebook, Delicious, and Twitter buttons you see nestled around blog posts and articles or consolidated in aggregators like ShareThis.
The definition according to Word Spy is "a small image that links to a syndication file for a web site, particularly a blog."
Here are a few:
So what do chiclets do? Basically, they enable users to quickly bookmark or share Web content by automatically posting articles, photos, video, and content to your bookmark page or profile. The cool thing is that besides using them in blogs or content sites, you can actually put them in banners so people can incorporate your advertising into their social environment!
I'll show you how it works with a SnaggableAd rich media banner from Clearspring. You can see this stuff in action for yourself here.
Here's how it works: a banner like the one below for the movie runs all over the Web (served via PointRoll or another supporting platform). The user interacts with the banner, watches the videos, and decides to share the ad with friends. So he clicks on the "share" button and all the sharing chiclets appear.
After clicking on the "share" button, the user is presented with a menu of chiclets. In our example, I clicked on Facebook:
Up comes this window that enables me to instantly post this ad to my profile as an application. The image below shows the ad posted on my Facebook page for all my friends to see. They can add it to their profile, watch videos, and view photos from the movie. I am sharing this ad with no cost to the advertiser!
Chiclets, then, are the Web 2.0 glue. They're binding Web content together in all sorts of ways. As more people start to posting Facebook profiles, use Twitter, and create Delicious and Digg accounts, chiclet usage and acceptance will skyrocket -- along with the potential for advertisers.
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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