Chasing Fast Revenue, We Miss the Great Promise of Social Media
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A recent BIA/Kelsey study projects that social-media ad spending will grow significantly over the next few years, from $4.7 billion last year, to $11 billion in 2017. While that number undoubtedly has investors and entrepreneurs salivating, it scares the Yeezus out of me.
Is the advertising industry ready to deliver? Consider this: Only one in 20 Facebook users has clicked on an ad in the last year, according to a YouGov study. Fewer than one in 10 feels that targeted advertising on social media is relevant to him or her. Ads on the right-hand rail of Facebook, the spammy direct messages, 30-second-long pre-rolls in front of 15-second-long content, mobile-ad banners, all contribute to this problem, invading our personal space like corporations’ litter in our own backyards.
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