Social Ads
Overview
Social media publishers offer many advertising products, from standard banners to interactive polls. For the purposes of this document, a social ad is any ad that appears on a social media website and encourages a social response or interaction. Social ads are often defined by one or more of the following characteristics:
Social Functionality
Social functionality within ads encourages users to like, share, connect with brands, become a member of a group, or register for a website.
Embedded in Social Content
When an ad is embedded in social content, it appears in an individual's social media feed or on the homepage dashboard.
Social Targeting
Ads on social media sites may be custom targeted because social properties are a gold mine of user registration data. The wealth of information shared by registered users allows advertisers to use a unique set of targeting methods.
While most social media platforms offer advertising opportunities, this section will focus on three of the most popular social networks: Facebook, Twitter, and LinkedIn. These properties offer clear examples of how social media contributes to the display media landscape.
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