Adotas

Where media buyers start online

Featured Author

Dave Coffey is an iPhone- and Facebook-dependent, award-winning new media pioneer with over 18 years experience in the media and marketing field. With a diverse background in media agency work and IT management consulting, Dave brings a unique perspective to complex business challenges. Dave is president of The Coffey Group LLC, a strategic marketing consulting firm that specializes in digital media, political and management consulting.

Dave has served in senior leadership roles at Ogilvy, Sapient and Omnicom Media Group. Prior to The Coffey Group, Dave was Senior Partner, Director for Neo@Ogilvy. Dave also served as Director of Omnicom Media Group’s PHDiQ and as Sapient’s Global Director of Media Services. His past clients include Allstate, Travelers Direct, Mercedes, Harrah’s, Career Education, CSI Direct, Chrysler, Charles Schwab, Eward-Jones, Janus Funds, Jockey, Bissell, HBO, Discovery Communications, Citi Bank, Virgin Charter, U.S. Post Office, Department of Homeland Security, Mitsubishi Motors, and several telecommunication companies.

Before the digital media age, Dave worked in traditional media planning at Interpublic’s Campbell-Ewald on Amoco and Chevrolet. Dave served on the AAAA’s Advanced Television Committee, DoubleClick’s Client Advisory Board and the Audit Bureau of Circulation’s Interactive Committee. He was named MediaWeek’s 1998 All Star for New Media.

More articles by Dave Coffey





Features

Targeting Social Networks

Written on
Sep 13, 2007 
Author
Dave Coffey  |
Share
Targeting Social Networks

The entire debate is very reminiscent of 1999 when we went through the consumer privacy wars with Kevin O’Connor and DoubleClick being placed under the hot lights on 60 minutes. DoubleClick was accused of taking personally identifiable information and matching it to that person’s online behavior. As a result of these accusations DoubleClick went to great lengths to address all of the online privacy concerns of the consumer and since this time the debate around online consumer privacy has really fallen off the radar.

There is no reason to think that Facebook is going to rekindle the issue. I am a heavy Facebook user as are several others in the marketing and media field, which Advertising Age Magazine pointed out in a recent issue. I recently gave a friend a Cosmo as a “gift” on Facebook. I also gave my wife a pair of shoes from her Facebook profile for her birthday while one of my co-workers gave me a virtual goldfish as a gift for our new home. As a Facebook user, I marvel at the behavioral targeting possibilities this site could offer both advertisers and its users, based on criteria such as the gifts you give out.

Take a moment and think of the possible combinations based on the gifts above. An advertiser could target users who give out Cosmos as gifts with ads for Stoli Vodka and a promotion for a new martini bar in town. For another user who receives shoes as gifts, they may be sent along a Prada ad that includes a discount on their next purchase. For me, I would need fish tank accessories for my new pet (or, perhaps a sushi restaurant offer). In each situation above, the consumer and advertiser are put in a win-win position: consumers will receive ads relevant to their interests and advertisers will now have greater potential for action on the part of the consumer.

To say the least, this form of marketing is white hot. eMarketer predicts that behavioral marketing spend will approach $1 billion in 2008. Mirroring this growth in spending is an industry that is working diligently to strike the optimal balance between the consumer’s right to privacy and potential marketing opportunities. With that in mind, we are sure that like other online publishers, Facebook will be able to strike the right balance between consumer privacy and marketing opportunities. After online publishers have been following the right path for years.





Reader Comments.

I think this will be serious issues for privacy. I am afraid to enter any private info into facebook or myspace site. Think of doubleclick-google merger which is pending approval by FCC. Someone out there will not be happy about this.

Posted by Eric Lamn | 1:43 pm on September 13, 2007.

Is Facebook now the solution to all evil? :)

Posted by Non-profit organizations | 3:41 pm on September 13, 2007.

Leave a Comment

Add a comment

Pages: « previous page 1 2

No Tags
Article Sponsor

More Features


  • Right now, at the beginning of 2012, what are you watching the most closely for its ad and marketing opportunities?

    View Results

    Loading ... Loading ...

Latest News

News Archive

Spotlight

Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...


Adotas Partnership