Social advertising is a much more effective force for connecting with online audiences than traditional banner advertisements, which people view as disruptive, said Buzzfeed Chief Revenue Officer Andy Wiedlin at the Digital Media Europe conference in London. Buzzfeed's sponsored content boasts an average click-thru rate of between 2% and 3%, in addition to the exposure garnered through sharing. "We spend a lot less time thinking how to target and a lot more thinking what people are sharing," he said.

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