Will Somebody in Publishing Please Hire This Woman, And Why I Think Hyper-Targeted Internet Ads Are A Fine Price to Pay for Getting to Use Facebook For FreeBy Steffen • Aug 2nd, 2009 • Category: 26th Story, Big Ideas
I discovered Marian Schembari yesterday when I noticed her ad on my Facebook page saying she wanted to work at HarperCollins. How clever. I clicked through on the ad and found the most awesome, “2009″ resume.
A few hours later, I saw a screenshot of this ad on another HarperCollins employee’s Facebook page with a note saying “Uh, this is kind of scary.”
Of course I had to chime in with my 2 cents
Not scary at all, I countered. I think it’s creative and innovative and blah blah blah. On and on I went……..to which she replied that it’s the Facebook tool of using her personal information to target ads to her that she finds scary. I must point out that we both have the fact that we work at HarperCollins as part of our Facebook profiles — so I’m not sure Facebook has used anything we declared as private for this woman to be able to target us with her campaign. I’m sure what’s fair game information is all in the fine print of Facebook.
The conversation went on a few more rounds with others chiming in about the brave new world and their thoughts on targeted ads, etc..
Here’s the bottom line for me: I would so much rather have an ad that is targeted to me than some spaghetti on the wall generic message that I could care less about. Please, give me an ad about a book or someone in publishing rather than make me endure a laundry soap commercial or car ad or any of the other products that I care nothing about and yet am held hostage to as the price to pay for consuming traditional media. Hyper-targeting is one of the many advantages that internet media has over traditional media platforms, and is a modern day gift to marketers. It’s Nielson ratings versus Google Analytics — and it’s why I think Facebook and Twitter and all of the other free platforms that we use are going to be just fine in the new economy.