James has a good post over on AdAge on a topic we’ve been discussing a lot lately at Percolate: The lack of special boxes for brands in social. By that, we mean the crazy fact that all the biggest platforms (Facebook, Twitter, Tumblr, Pinterest, etc.) don’t have IAB standard ad space anywhere on the site (except maybe that logout ad for Facebook).
Here’s how James breaks it down:
With attention flowing this way, valuations and business models on these platforms will follow. Besides all these platforms being social in nature, the other common theme is that they all have (or will likely have) business models that are about helping brands acquire audiences. First, you buy or build your audience, then you pay to reach them and the larger network on the platform. The better your messages resonate, the less you have to pay, and the more you naturally grow within the ecosystem.
All this without special boxes the brand can buy.