According to a six-month study, companies like Sony Pictures and Amazon miss opportunities with light social users, who see many fewer ads than others.
Wester emphasized that as media buyers, understanding where customers aren't engaging is crucial, but knowing where they truly are is even more important.
The study revealed a significant percentage of light social users among various consumer groups, demonstrating a need to rethink ad strategies beyond traditional social platforms.
Wester recommended focusing on mobile gaming ads, suggesting that this audience is vastly underutilized in advertising compared to standard social media sites.
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