No one knows just how important the internet will eventually be as an advertising medium.
"If you think about any other advertising medium, it wouldn't have done that for this company, " Mason said.
Part of the attraction of social media as an advertising medium is the wealth of available information about users.
Its chief executive, Jean-Bernard Levy, says it will exploit the internet to distribute its content, but not as a general-purpose advertising medium.
And, 48 percent of voters ranked the Internet as the first or second most impactful advertising medium, coming in behind television at 66 percent.
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Star Toilet Paper is a company that uses toilet paper as an innovative advertising medium to help companies reach an unmatched captive audience and then provides this product for free to large venues.
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"I think the television business has turned out to be much more powerful as an advertising medium than people were thinking five years ago, " said Jonathan Taplin, a professor specializing in digital media at the University of Southern California.
Facebook offers the most targeted advertising of any medium.
Normally television advertising, the main medium for reaching the electorate, would help.
As we look forward into 2013, we are preparing to launch Weibo advertising solutions geared toward the small and medium-sized enterprise market, which will open up new opportunities for SINA advertising.
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Understanding mobile ad engagement is still developing, which has led to less than successful attempts to apply PC Web banner advertising principles to this nascent medium.
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We believe this trend will continue as keyword targeted advertising has become a key medium for small business ad campaigns, and economic recoveries are a time when many small businesses get off the ground.
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The internet would be the only medium to attract higher advertising spending.
Unlike TV advertising, which is, more or less, a mass medium, and provides minimal feedback on how it actually performs, addressable advertising can provide marketers with targeting that is better attuned to individual households.
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This is because the Internet, unlike any advertising vehicle before it, is an interactive medium, completely customisable for each viewer.
In Q3 2012, Sina targeted small and medium-sized enterprises by incorporating this advertising system in a news feed.
For newspapers, the so-called "panic broadcast" brought newspapers an exceptional opportunity to censure radio, a still-new medium that was becoming a serious competitor in providing news and advertising.
Claiming to be the "first major museum exhibition to recognize scent as a major medium of artistic creation, " the show strips perfume of its extensive packaging and advertising and presents it as an "olfactory art" in a purpose-built white-cube gallery.
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