When I read this post by Shiv Singh about Avenue A / Razorfish offering social ads (ads with social elements to them, like comments), I groaned. That was my very first take. And then I read the post a bit more closely.
Here’s the premise that I believe Shiv’s saying they’re going to try: there’s an ad, but then your “friends” can comment on the ad, or rate it, etc.
First off, I don’t know that this will work. If you post a Ford ad, and I come along and crap all over Ford in the comments for the ad, what will Ford, the site, or the ad platform do next? It would be NICE if we could have both sides of the conversation, but as ballsy as I want companies to be, I can’t see anyone taking that bet.
Second, it’s kind of interesting that I might be able to click an ad and get the metaconversation, but I’m curious whether I’d click in the first place, because that’s saying I’ve chosen to endorse the interruption. It continues the premise that people milling about in some online space want the distraction of an ad.
I’m going to think more about what would work for me in the space of “social” ads. My immediate thought is that affiliate marketing is kind of like that. But I have to consider it a bit more.
What do you think about all this?
Photo credit, Montrasio International
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