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STAMP Out the Ad Noise

October 8, 2009  

Across all demographics—and yes, we mean all demographics—social networks are where the traffic's at. Because barriers to entry are low and engagement is high, this is perfect turf for marketers who want to communicate with users on a personal level.

Best way to do that? Invite them to share in an immersive experience. And there are more ways to do that than by starting a Facebook group and praying for rain.

For the brand with a little extra dosh, try Federated Media's latest creation, Ad STAMP, which hopes to turn socnets into more fertile soil for display advertisers.

Display ads help significantly with that whole brand-awareness thing. But online networks like MySpace traditionally yield few conversions for display ads, and FM has a theory about why: on these primarily social spaces, users are hit with so many different types of messages, of so little relevance, that they just, well, tune it all out.

So here's how Ad STAMP works: under its network, only one advertiser per day can buy ad space on a given socnet page. So they have a chance to totally take over the page with large-and-in-charge ads, one of which lets users engage directly with the brand inside its frame.

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