In the article, Cuno says, “The social media are good news in that they are affordable, and that people flock to them. They are bad news in that people flock there to socialize, not to shop. That may seem like nothing new, since people don’t necessarily switch on the tube looking for your commercials, either. But DM commercials perform best when people tune in more to kill time than to find out what’s happening on Wisteria Lane. That’s why late-night placements pay out so well. The social media are so involving that your ad will have to work much, much harder to capture and hold attention long enough to create action.”
Click here to read the entire article, written by Ethan Boldt.