Media buyers: blogs thumbs up, Twitter thumbs down

Question: Why should we care what media buyers think about social media tools? Because unlike most of us whose vote on these services is little more than a popularity contest, media buyers vote with ad dollars.

Twitter may be the hot topic in the press but the people buying ads that support a lot of online media aren't buying it. Media buyers spend their clients money with an eye toward communication goals, not buzz. Where they vote with their ad dollars will help some media grow and others fail. 

Media Life, one of the top websites for media buyers, recently surveyed their visitors.

More than three quarter's see little use for Twitter:

Finish the statement: "Twitter is,"
52% For twits. I predict we'll look back on this silly craze as the Friendster of 2009. It holds little promise for advertisers (or anyone else)."

25% "A great way to market and do market research. You receive feedback on events and ideas in real time; it's really the future of word-of-mouth advertising."

24% "Still a mystery to me. It's gaining popularity like crazy, but I'm still having trouble figure out how it could help my clients."

Looking ahead, they see search and video as the most promising new media option, social networks networks follow. Again, they show little use for Twitter.
 
Which new media options hold the most promise for advertisers?
65% Search
60% Video
44% Social networks
38% Email marketing at
34% Mobile
22% Banner ads
21% Blogs
12%  Twitter

Will social media ever make a profit? Mixed opinion.    

Will social networks succeed in monetizing their considerable audiences?
31% Not sure
29% Yes, five years or more
24% Yes, in a year or two
16% never

Most see improving attitude toward blogs:

Have attitudes regarding advertising on blogs changed in recent years?
68% Some. There's a big difference between a blog backed by a large media company and one where the client's ad could end up next to a crazy rant about some political issue.
17% Yes.  Blogs have broken more mainstream stories and attracted 'name' journalists, advertisers have come to see them in a different light."
15% No. “ Blogs' audiences are too limited for it to matter much, though."

View the survey report on Media Life

Comments

[Rajasthan Heritage Tours]

Quite interesting and informative. Thanks for sharing.

[Modelle firenze]

Awesome and informative article about the Media buyers, blogs thumbs up, Twitter thumbs down, Thanks for joining us.

[software test consulting]

I'm sorry but I never understood the hype around twitter. It's like a FB status without the problematic GUI.

[Bob Hall]

Two weeks ago we acquired the Maryland Pennysaver which is a great addition to the weekly publications we have distributed here on Long Island, in New York ,for over 50 years.

Our new combined weelky 100% solo-mailed circulation is now 1,700,000. These weekly shopper papers drop on either Wednesday or Thursday of each week.

If you have clients interested in these markets please reach out to me as we have very attractive rates. I can be reached by phone at 631-297-9023 or via email at bob.hall@lipennysaver.com.

Opportunity knocks!

Bob Hall