美國(guó)逾80%大廣告客戶在Facebook做廣告

More than 80 per cent of the biggest US advertisers are now using Facebook to promote themselves, suggesting that corporate America is starting to embrace the social networking site as a mainstream advertising platform.

美國(guó)超過(guò)80%的主要廣告客戶正利用Facebook進(jìn)行推銷(xiāo)，表明美國(guó)企業(yè)界正開(kāi)始接受社交網(wǎng)站作為一種主流廣告平臺(tái)。

This marks a striking shift as large companies were initially hesitant to advertise on social networks, since users appeared resistant to advertising and there were fears that corporate logos might appear alongside offensive content.

這標(biāo)志著一種驚人轉(zhuǎn)變，大企業(yè)最初對(duì)于在社交網(wǎng)站上作廣告心存疑慮，因?yàn)榫W(wǎng)站用戶似乎對(duì)廣告有排斥心理，而且企業(yè)擔(dān)心其標(biāo)識(shí)可能與一些冒犯的內(nèi)容同時(shí)出現(xiàn)。

However, Facebook, which now has 340m unique monthly visitors, says that 83 of the top 100 advertising spenders in the US, as ranked by AdAge, the research group, now use its site. This group includes Johnson & Johnson, Nike and AT&T.

然而，如今月訪問(wèn)量達(dá)到3.4億人次的Facebook表示，美國(guó)百?gòu)?qiáng)廣告客戶中有83家正在使用其網(wǎng)站，包括強(qiáng)生(Johnson & Johnson)、耐克(Nike)和美國(guó)電話電報(bào)公司(AT&T)。這個(gè)百?gòu)?qiáng)名單是由研究公司AdAge制作的。

“Every client wants to talk about Facebook,” said Ed Montes, US managing director of Havas Digital, whose clients include Sears, Expedia and Air France. “I haven't seen this kind of consistent fervour for a company since Google.”

“每個(gè)客戶都希望和我們討論Facebook，”Havas Digital美國(guó)董事總經(jīng)理艾德•蒙蒂斯(Ed Montes)表示。“自谷歌(Google)之后，我們還從未見(jiàn)過(guò)客戶如此一致地?zé)嶂杂谝患夜尽?rdquo;該公司的客戶包括西爾斯(Sears)、Expedia和法國(guó)航空(Air France)。

Unlike previous big brand advertising on the web, the ads on Facebook are not splashy displays and banners but more discreet, blending into the overall site design. They typically invite users to engage with companies, directing them to pages and applications where they can become fans of the company and receive regular updates.

和以前大型品牌的互聯(lián)網(wǎng)廣告不同，F(xiàn)acebook上的廣告不是抓人眼球的醒目廣告或橫幅廣告，而是更加低調(diào)，與網(wǎng)站的整體設(shè)計(jì)融為一體。通常這些廣告會(huì)邀請(qǐng)用戶與企業(yè)互動(dòng)，指引他們?cè)L問(wèn)一些網(wǎng)頁(yè)或使用某些應(yīng)用程序，讓他們成為公司的粉絲，定期接收最新消息。

“Facebook is trying to build a platform where consumers and marketers can interact in innovative ways,” said Mr Montes.

“Facebook正努力打造一個(gè)平臺(tái)，讓消費(fèi)者和企業(yè)能夠以創(chuàng)新的方式互動(dòng)，”蒙蒂斯表示。

Starbucks has more than 3.7m fans on its Facebook page, while Coca-Cola has more than 3.5m.

星巴克(Starbucks)在其Facebook頁(yè)面上有370萬(wàn)余名粉絲，而可口可樂(lè)(Coca-Cola)有350萬(wàn)余名。

“If you look at people's profile pages, you'll see a lot of commercial activity even without advertising,” says Sheryl Sandberg, Facebook chief operating officer.

“如果你瀏覽一下個(gè)人的檔案主頁(yè)，就能發(fā)現(xiàn)即使沒(méi)有廣告，也有許多商業(yè)行為，”Facebook首席運(yùn)營(yíng)官謝樂(lè)爾•桑德伯格(Sheryl Sandberg)表示。

Facebook does not charge companies to have a fan page or an application. Nor does it plan to take a cut of the increased e-commerce taking place on its applications.

企業(yè)在Facebook上創(chuàng)建粉絲頁(yè)或設(shè)置應(yīng)用程序是免費(fèi)的。Facebook也不打算從其應(yīng)用程序上日益增加的電子商務(wù)收取傭金。

However, Ms Sandberg argues that the effectiveness of these free services is prompting the big brands to advertise. In the past year, more big advertisers have also begun to campaign on MySpace.

然而，桑德伯格認(rèn)為，這些免費(fèi)服務(wù)的有效性，正推動(dòng)大型品牌在網(wǎng)站上做廣告。過(guò)去一年里，開(kāi)始在MySpace上展開(kāi)廣告攻勢(shì)的企業(yè)也有所增加。

譯者/管婧