Social media needs to kill advertising

social media advertising

We should’t forget that all modern mass media was born with the money of advertisers, thus designed as advertising vehicles. If TV could not have sustained the mass consumption system, it would never have penetrated the living room of every home of the planet. If social media couldn’t fill the same purpose, it wouldn’t be standing constantly in the palm of our hand.

Modern online social environments are designed mainly for optimal ad placement. The whole goal of the user experience is to convert users into cash. Social networks couldn’t sustain themselves without a powerful advertising strategy. Social media already went through billions of dollars of R&D to enable a deep psychological tie with its users. Today, a lot of social media users are addicted.

A growing trend aims to draw back from the technology craze, unhook from the infinite stream of dopamine whiffs and reconnect with one’s natural self. I went through that phase. I am foreseeing that this early-adopter trend is going to go global in a few years, and by then, a new social network based on a different paradigm (not ad-centric) will draw the world wide web’s attention.

Adjix: Make A Penny With Twitter

Adjix

Today, a fellow Twitterer who probably read a previous post about Adjix on this blog asked me how much money I had made with Adjix.

So I logged in my Adjix account and here is the money I made with Adjix in 5 months of active use:

Adjix money revenue

Yep, a penny! I won’t get into the details of how I configured Adjix around my blogging activity, but in a nutshell, I was actively using it through my Twitterfeed account for 2-3 months, and then switched to twurl (which doesn’t bring me satisfaction either). I didn’t like the idea of putting ads in my stream after all.

Cisco beating Hulu’s experience

cisco video ads

After Hulu CTO Eric Feng stopped by NewTeeVee HQ, Liz Gannes posted an article to share their discussion.

The most important message is that Hulu is getting ready to launch in about two months. Exciting news! Hulu has gotten some really good publicity online since launch, but there is still something that I can’t quite put my finger on: Why so many short clips?

Hulu short clips

In his discussion with Liz Gannes, Eric Feng said:

Users are spending more than half an hour on the service at a time, and they appear to be more interested in full-length shows than clips.

I figure they’ve put so many clips out there to test out users’ behavior.

Anyhow, I finally watched an entire episode on the platform to see how advertisers were fitting in. Well let me tell you, some of them have created video clips way more interactive than what Hulu is offering.

Cisco has a hip and surprising advertising video clip (inserted twice in each show, a la traditional tv ad). If you click on the ads, you land here:

cisco video ads

Basically, a longer version of the advertising clip plays again, and an invitation to discover more of what is happening in the scenario of the ad appears when the play head hits a ! mark (highlighted here in red).

In this ad, Cisco is creating a unique video experience, where viewers are invited to discover more of the story that is being brought to them, and are not limited to a static page product demo.

Like the SF Chronicle would say: sf chronicle clap