Sponsorship and internet marketing are proving to be a tough couple. But they need immediate attention and innovation if brands have a shot at finding an effective presence on social media networks.
Two recent datapoints illustrate the issue. Yesterday’s IAB report of 2008’s ad results showed a 40 percent drop in sponsorships online. That is a shocking plunge for a business that tracked a 10 percent overall increase. And IDCs report on social media advertising delivered last week showed sponsorships may be the only form of advertising social network users will tolerate. “Tolerate” is the operative word here. They will not tolerate any kind of traditional display approach.