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Using systems to measure an ad's like-ability

It turns out that Digg established, and Twitter and Tumblr are now using, systems that reward advertisers for creating ads their users like. Tq-120719-bdAlthough like-ability is no guarantee of effectiveness, it's still valuable. We can't persuade someone who doesn't like us, and as David Ogilvy said "you can't bore people into buying your product." So I recommend using these platforms to develop messages that are welcomed by the audience. 

Digiday: Digg’s Forgotten Legacy: Native Monetization, 2012-Jul-13, by Brian Morrissey. via ChasNote

And yet Digg was an innovator in one important way: It showed the way with an innovative ad system that was truly native to the experience. For all of Digg’s mistakes, it got the ad part mostly correct. Rather than splash the site with IAB units, Digg chose to make its own ads in 2009, determining that the ads themselves should be promoted content from the site. Advertisers were challenged to adapt to Digg’s community, contributing content that they could then pay to have surfaced more prominently. Users could comment on advertiser posts, promote them and bury them. The more an advertisement was Dugg, the less the advertiser had to pay, rewarding those with good content.

Sound familiar? It’s pretty much the blueprint Twitter is following now, along with Tumblr.

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