Social media 'to drive ad spend'

Businesses who use online direct marketing and advertising could increasingly turn to social media websites, it has been claimed.
According to Guy Phillipson, chief executive at the Internet Advertising Bureau (IAB), social media websites and platforms could take on a significant role in brand advertising in the future.

"Facebook, after Google, is the biggest site, and of course you have Bebo and MySpace. So much of our time spent online [is] within social [networking] and that´s going to be inescapable for advertisers," he noted.

"In the end you need to follow an audience and find out what they do all day to decide where you are going to advertise," he added.

Mr Phillipson suggested that marketers should expect to see advertising on Twitter in the future.

Earlier today (January 27th), an online tool, called the Nielsen BrandLift, which uses the Facebook platform to measure online brand advertising´s effectiveness, was launched in the UK by the Nielsen Company.

© Equi=Media Ltd