Advertisers look at social networking sites to innovate
By Bhawana Anand
Monday, February 15, 2010
 Advertisers have got some more innovative and interactive options to advertise and that too on the most favourable platform – social networking sites. Jivox, a self-service online video advertising platform for businesses has understood the need of entrepreneurs and by increasing the capability of social networking medium has extended the interactivity available in its in-banner video ads to in-stream video ads, which will make these ads more interactive than a TV commercial.
Ads created using this platform, whether for in-stream or in-banner placement, go far beyond the initial concept of TV commercials online. They directly engage and instantly measure viewers’ response by tracking their interactions.
“An interactive ad allows a user to have a conversation with the brand. The advertiser can choose the ways in which they want the user to interact with the brand. Jivox allows a user to choose from over 40 social networking sites,” explains Dinker Charak, Director, Application Engineering & Partnership, Jivox.
One of the main reasons for inventing such ads is the clien because every businessman wants something more and unique. “Brands want to know the mind of a user. We recently did a campaign where an advertiser uploaded a custom form that asked the user if they liked the ad or not. Online campaigns are offering information to their customers in more than one way. Clicking to go to a page on a website is just half the story. The player itself as a micro site is the next step,” he says.
Undoubtedly social networking sites are able to provide good amount of return on investment but, says Charak, “Sharing on social networking sites actually allows a user share the ad with other who the user knows will be interested in the advertisements. Thus, the quality of interaction by such users is extremely high. With form-within-player, the ad itself becomes a micro site which can generate a lead.”
“Social networking sites could be to share within their personal circles (Facebook, My Space, etc) or within their professional circles (LinkedIn, etc) or for future reference (Delicious). This is extensible. We allow users to share video via all popular ones. Facebook, Twitter and LinkedIn continue to be most popular in terms of usage,” he opines.
Describing the type of interactions that the company provides for advertisers, Charak says, “There are some standard interactions we provide. But we also allow an advertiser to create their own custom ones. For example, Visit Advertiser's Website, Embed Ad, Mail an enquiry, SMS Ad, Download Offer, Upload to Facebook and Custom interactions like a quiz, related video, play list, etc can easily be added.”
That is not all the platform is planning to come up with some more innovations. “Jivox has introduced many innovations that have now become trend. We think innovations will keep us ahead as they will keep our clients ahead”, he concludes.
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