Social advertisers told to "enrich the user experience"

29th February 2008

Marketers looking to harness the potential of social networks have been advised to adopt a value-added rather than intrusive approach.

Rachel Hawkes, co-founder and editor of Social Media Portal, said that sensitivity regarding content is crucial for firms attempting to infiltrate user-generated sites, groups and forums.

"Advertisers on social networking sites need to realise they should be looking for ways of not simply having their ad seen and then quickly ignored, but how they can enrich the user experience," commented Ms Hawkes.

For instance, a Topshop advertising manager could pursue ways of adding "non-intrusive overlays" into a video of a fashion icon such as Kate Moss, enabling viewers to click and learn more about her items of clothing, she explained.

The key was said to be delivering highly-targeted adverts as the industry emphasises the creation of campaigns that are not just seen, but relevant.

Ofcom reports that the worth of online advertising increased from £835 million in 2004 to £2 billion in 2006.