People everywhere are getting together via the Internet in unprecedented ways. Millions create content, inform each other about global issues, and build new communications channels in a connected, always-on society. The rise of user-generated journalism is generally attributed to blogs. Users and readers want to be heard. They want to influence what they are reading. Unfortunately this revolution in user generated content means that not all information on the Internet is suitable for all of its users. While many companies maintain high standards of decency and refuse to allow any indecent material on their computer network, not all companies have the capabilities to do so. Internet malcontents have turned too many of the “group sites” into cyber‐graffiti walls, filled with offensive comments. Malcontent on the websites threaten to spoil the members’ experience on the websites.
Publishers and blog owners are looking for ways to effectively monitor the content on their websites. Effective monitoring not only maintains the editorial standard of the publishing house but also positively engages users on the website. As the market for user-generated content set to rocket over the next few years, the important question for publishers and advertisers remains: how best to monetize the rapid growth and demand in user generated content whilst ensuring a brand-safe environment?
The importance of this market, in comparison to the traditional advertising market is clear. As budgets tighten due to global financial uncertainties, brand marketers are looking to maximize the ROI potential of social media ahead of other digital media channels. Rich media such as user-generated content that is uploaded and viewed from social media communities is going to be a major global trend for brands to adopt and commercialize, and for advertisers to take advantage of in terms of reaching new audiences. Indeed, for any user generated content to be of significant value to the advertising community it is absolutely critical that the environment is moderated and therefore, brand safe. Moving forward, the owners/publishers of social media and social networking sites should be compelled to take responsibility for the content that is displayed on their sites, especially if effective monetization is a business aim.
Major enterprise publishers will look to harness this potentially, highly lucrative revenue opportunity. Every major brand will create and manage its own digital community where every consumer will be able to share their voice. However, the potential of this demand will only be realized if advertisers can be assured that their brand is safe within the user generated content market.
Publishers and blog owners are looking for ways to effectively monitor the content on their websites. Effective monitoring not only maintains the editorial standard of the publishing house but also positively engages users on the website. As the market for user-generated content set to rocket over the next few years, the important question for publishers and advertisers remains: how best to monetize the rapid growth and demand in user generated content whilst ensuring a brand-safe environment?
The importance of this market, in comparison to the traditional advertising market is clear. As budgets tighten due to global financial uncertainties, brand marketers are looking to maximize the ROI potential of social media ahead of other digital media channels. Rich media such as user-generated content that is uploaded and viewed from social media communities is going to be a major global trend for brands to adopt and commercialize, and for advertisers to take advantage of in terms of reaching new audiences. Indeed, for any user generated content to be of significant value to the advertising community it is absolutely critical that the environment is moderated and therefore, brand safe. Moving forward, the owners/publishers of social media and social networking sites should be compelled to take responsibility for the content that is displayed on their sites, especially if effective monetization is a business aim.
Major enterprise publishers will look to harness this potentially, highly lucrative revenue opportunity. Every major brand will create and manage its own digital community where every consumer will be able to share their voice. However, the potential of this demand will only be realized if advertisers can be assured that their brand is safe within the user generated content market.
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