Are you ready to divorce your ad network?

Here’s the best Microsoft ad we’ve seen in ages. Besides selling it’s own new ad serving platform, it raises a good point…

In today’s web 2. 0 world, consumers have more choice and control over their online experience. Consumers not only ignore most of your ads, but they actively filter them out.  The number of consumers who say they trust marketing messaging to make purchase decisions is lower than it’s ever been – 24%. The number of people who say they rely on their community to make purchase decisions is now 84% – far suprasing those listening to traditional marketing messages. It’s time for marketers to think differently. The old way of reaching your audience won’t work anymore.

Instead of focusing on share of eyeballs online, try focusing on share of mind instead. How do you do this? You can start by adding real value and relevance to the consumer online experience. Where? Facebook - Canada’s largest social network would be a good place to begin your journey. Build a widget / application through the open API platform that enhances the online experience.  The Trip Advisor widget on facebook for example is awesome. I can mark every city or country i’ve visited in the world which appears as a pin on a global map on my facebook wall. My friends see this and end up adding the widget so that they too can show off how worldly they are too. The top widgets get millions of subscribers within Facebook alone! By giving me something of value, your audience will become engaged with your widget and even become an advocate of it…so by extension they can become an advocate of your brand too.  Try doing that with an online banner ad!