UK Advertisers Shy From Social Networks

• Posted: Sunday, April 20, 2008
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• Author: pradhana
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• Filed under: Internet Advertising, Online Advertising, Online Services, Social Network

UK social networking advertising hits a bump.

In 2007, more than half of the UK’s Web users used social networking sites, according to an European Interactive Advertising Association-sponsored study conducted by SPA Research and Synovate.

Despite being popular with UK Internet users, social networks are getting a wide berth from some UK advertisers.

One of the most memorable Internet stories of 2007 centered on a number of high-profile British companies—including Vodafone, First Direct, Halifax, Virgin Media, the Prudential and the Automobile Association—withdrawing advertising from Facebook, because their ads were seen on pages with content promoting the far-right British National Party.

“I estimated that within a year [from January 2008], advertisers would begin to back away from social network advertising,” wrote Michael Masnick, CEO of TechDirt, on that blog. “Apparently, my estimate was wrong. Brands are already staying away.”

Read more - eMarketer

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