Banner and Display ads haven’t proven successful in Social Media. In my opinion I don’t think that banners will ever succeed under current media buying standards.
Here is the reason:
The average page view on Facebook is only exposed for about a second, on MySpace the average is two. For content sites like ESPN or CNN the average time that a user spends viewing a page jumps to over 10 seconds. This means that, a maximum the average that an advertising banner can be displayed is a second or two, which doesn’t leave much time to make an impression (or even be seen) by a user. Banners don’t work in Social Media because they are not seen.
This rapid page view pattern seems to be specific to social media platforms, according to data from Google’s Ad Planner. Honestly I don’t think that this totally accurate, but I did want to share it for directional purposes.
I compared Facebook & MySpace (Both Social,) Yahoo & MSN (Both Portal,) CNN & ESPN (Both Content) and Break.com (Video) and here are the results:
Note: Google’s Ad Planner does not include data on their own properties Google.com or YouTube.com which I wanted to include. Here are the individual breakdowns of each of the sites profiled, if anyone wants to double check my methodology.
Update: Break.com just announced this morning their Interactive Engagement Suite (Source MediaPost.) The new “videostitial” format is a full-page, 15-second, HD-quality welcome video with audio capabilities. “Page engage” ads are expandable ad units featuring multiple videos displayed in full page, which users can choose from once the ad has expanded. An example of going beyond the the Page View.
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