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Social networking gives online ads a break
One morning in January, hundreds of commuters at the Liverpool Street Station in London started dancing. The feat was aired during a break in the reality television show Celebrity Big Brother as an advertising stunt for wireless telephone network T-Mobile. The ad was shown only once on television, but word of it spread via email message, blogs and social networks, until it was watched more than 15 million times on YouTube.
The ad — part of T-Mobile's "Life's for Sharing" campaign — is an illustration of how traditional advertising via TV commercials, newspaper ads and the like is slowly giving way to novel approaches — most of which are found on the internet — forcing advertisers to spend more of their budgets on online ads. The good news is that popular social networks and other Web 2.0 phenomena are helping them use consumers to spread the word for them, allowing them to cut down on paid advertising.
Read the full story on MarketingVOX
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