RadiumOne Makes Its Own Like Buttons for Display Ads


thumbs_small.jpgADOTAS – In addition to its applications for the word “Face,” TechCrunch discovered over the summer that Facebook had 14 applications over at the U.S. Patent and Trademark Office for the word “like.” Such maneuvering hasn’t stopped social targeting upstart RadiumOne from adding its own “R1 Like Button” to its display ads.

It’s very different from MediaMind throwing a Facebook “like” into Mountain Dew ads. No, clicking Like on one of these ads won’t tell all your Facebook friends that you really enjoy cheese puffs, but it will feed that data back to RadiumOne so it can serve more relevant content to you (and people its engine deems similar to you). You like cheese puffs? Have you tried Funions?

However, if you really feel the need to tell your Facebook friends how excited you are about an ad for your favorite brand of kitty litter, RadiumOne will let you share it on everyone’s favorite social network, as well as Twitter, StumbleUpon, LinkedIn and others.

And if the notion of sharing an advertisement seems odd, consider this: do any of your friends wear clothing covered in brand labels? Do your friends share YouTube videos of TV commercials? Would it blow your mind if I told you that all those “Transformers” movies were simply full-length ads for a toy line?!? Didn’t you give your friend Rodney a copy of the DVD for his birthday? (A gift you should be ashamed of for many reasons.)

Sharing advertisements is pretty common — but these are display ads, not nearly as exciting as explosion-laden feature-length films, slapstick-filled TV commercials and overpriced, sweatshop-produced clothing with class signifiers (i.e., brand labels).

But what if there’s a deal on the display ad? Take for instance this example:

Why soy-tenly you might post this in your news feed if you wanted to get the old gang together for a cruise. Shuffleboard tournaments while drinking mojitos? Count me in!

The same applies for the Likes — Leanna Rao makes a good point on TechCrunch: “What would be interesting is if RadiumOne allows advertisers to give users incentives to ‘like’ an advertisement, i.e. you could receive a discount at a restaurant for ‘liking’ the ad.”

“We are letting consumers create their own intent graph—and when advertisers can serve consumers the exact ads they want to see, everyone wins,” explained Gurbaksh Chahal, founder and CEO of RadiumOne.

The only thing is, most consumers aren’t going to put in the work to make that intent graph unless there’s an incentive — the ol’ carrot, if you will. Sure it’s nice that RadiumOne promises data security as all the information collected is anonymous and the R1 Like Button is compliant with NAI, IAB and PrivacyChoice standards, but what’s in it for me, man?

In a test campaign with an auto manufacturer, ads with the R1 Like Button had a general clickthrough rate of 0.12% and a Like button click rate of 0.18%, while the share rate was 0.02%. It would be very interesting to see what kind of creative was employed.

The R1 Like Button could offer a bold new mix of couponing and social targeting — just imagine the level of personalization if you threw dynamic creative into the mix. RadiumOne offers the button as a free add-on to all advertisers in its network — are you interested in giving it a try?


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