A third of marketers plan to use networking sites

One in three European online advertisers plans to exploit the recent rise in popularity of online networking sites and aim to launch their own profile within the next 12 months, according to new research.

A report by JupiterResearch found that more than half of European online advertisers used tactics intended to increase user interaction or "engagement" next year.

Although viral marketing campaigns remain the most popular form of engagement marketing, the use of tactics to engage users more deeply such as profiles on social networking sites is expected to grow significantly in the near future.

The sites will enable users to submit pictures and videos to advertisers' websites and forge a more interactive relationship between marketers and their target audience.

Nate Elliott, senior analyst at JupiterResearch, said: "As marketers increasingly try to reach consumers through social networking sites like MySpace and Facebook, as well as video sites like YouTube and DailyMotion, they should turn to their online ad agencies for help with gauging the success of these efforts."


© Adfero Ltd

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