Andrew McCormick reports:
The UK's leading social networks are promoting widgets as a crucial method for advertisers to reach their young audiences.Bebo and Piczo have moved to exploit the advertising opportunities of widgets to drive ad revenue beyond banner ads. Widgets are pieces of third-party code that can be embedded into social networks and often spread virally through communities. Following the rise of social networking, a raft of companies, such as Spring Widgets, have emerged, offering users additions to their social network profiles. Meanwhile social networks have started developing their own."We've been running a roadshow with agencies up and down the country and the response to widgets has been fantastic," said Sarah Gavin, communications director at Bebo."The idea is for advertising widgets to provide content that adds value to users while giving brands increased exposure," she added.Meanwhile, Piczo has been running trial campaigns with the likes of Apple, Nintendo, Sony Pictures and Colombia Records.Chris Seth, European MD of Piczo, said, "We've just created the Piczo Advertiser Immersion Development (PAID) team, which focuses on creating opportunities for brands to communicate with Piczo members in engaging and useful ways beyond traditional ad units."Branded widgets are a big area for us and we're seeing more and more advertisers wanting to get involved."
The UK's leading social networks are promoting widgets as a crucial method for advertisers to reach their young audiences.
Bebo and Piczo have moved to exploit the advertising opportunities of widgets to drive ad revenue beyond banner ads.
Widgets are pieces of third-party code that can be embedded into social networks and often spread virally through communities. Following the rise of social networking, a raft of companies, such as Spring Widgets, have emerged, offering users additions to their social network profiles. Meanwhile social networks have started developing their own.
"We've been running a roadshow with agencies up and down the country and the response to widgets has been fantastic," said Sarah Gavin, communications director at Bebo.
"The idea is for advertising widgets to provide content that adds value to users while giving brands increased exposure," she added.
Meanwhile, Piczo has been running trial campaigns with the likes of Apple, Nintendo, Sony Pictures and Colombia Records.
Chris Seth, European MD of Piczo, said, "We've just created the Piczo Advertiser Immersion Development (PAID) team, which focuses on creating opportunities for brands to communicate with Piczo members in engaging and useful ways beyond traditional ad units.
"Branded widgets are a big area for us and we're seeing more and more advertisers wanting to get involved."
Robin Grant
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