Presenting preliminary research from the Global Web Index:
>How motivations for using the web are driving social media involvement
>Social Media is now mass market. UK June 2009 Social Media reach figures
>Impact on Video - why consumers drive the future of the moving image. US data
>The role for brands: consumers demand feedback and listening
Thought piece: Social Media is a big threat to the growth of online advertising for two reasons:
1. As consumers spend more time in social environments and content created by fellow users they spend less time in professionally driven sites where it is easy to sell and drive advertising revenue.
2. Consumers spend less time in destination sites and more time consuming content through social platforms and aggregators, so less advertising opportunity.
3. You can market and grow a business through social channels without spending any money on advertising space
Solution: advertising online needs to evolve to new formats / sponsorship / measures that are more social and also help signpost communities and content