?Shared media? is outperforming traditional digital advertising by 10 times. So what exactly is shared media, and why is it so successful"
In traditional media buying, the advertiser buys audience exposure from a publisher, broadcaster or ad network. The publisher or ad network shows the ad to its audience and is paid by the advertiser according to the number of people reached.
With shared media, the advertising brand provides tools to its own loyal audience to create and share branded marketing with their peers, a form of guided word-of-mouth marketing. Snapchat, for example, with its branded filters that enable users to create and share branded selfies or videos with their Snapchat friends, has proven that, given the right tools, consumers will market on behalf of the brands they love. And, shared media is far more watched and trusted than any conventional advertising message can ever be because a company?s loyal followers have a lot more pull with their own friends than a brand (or anyone else for that matter–that?s the definition of a friend).
To set a broader stage, digital advertising is poised for disruption. For years, the only way for brands to reach a broad audience was to pay the TV networks, for example, for ad time. And then when the Internet took off in the 1990s, brands began to buy ads from websites and ad networks the way they?d always bought TV ads–simply moving budget to the new medium.
Now that mobile is taking over as the consumer?s pr...