In the new media age, advertisers need to be like parasites.

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My appreciation of the next generation of network assets featured in "Web 2.0, open source, API, social media" is that some of the most popular new sites are not just destinations, but also functions. They are useful not only to users but also to other sites. But for traditional thinking media programs and buyers, there may be an understanding problem.
"Hum!?" you said.

Let me explain.

The first step to making your ad more relevant is to be aware of the existence of companies that can provide improved consumer life tools. Twitter, Digg, Google maps, Apple's new IWeb, and hundreds of other tools should be a major topic of conversation, not just for interactive creative companies but also for interactive media agencies.

But can a single tool create a good advertising platform? This is not happening very often. This is a huge challenge for media buyers. Because their thinking is limited to the traditional IAB designated advertising size. and get used to dealing with media assets that have actual ad sales teams.

Maybe it's just a question of semantics. Are these tools supposed to be technology and make them a space for creative teams to be active? Or are they just websites that can be viewed as part of the media department?
Although these tools do create value for consumers, it is difficult to advertise within them because the proper, universal models do not exist (even if they have ever tried to exist). And if advertisers do find ways to get in, they tend to sacrifice social performance. In other words, advertisers would rather accept a very low click/interaction rate in exchange for a potential, praised brand expansion.

Therefore, the best option for using these tools/possessions/sites for advertising purposes may not be to advertise them. I call this phenomenon "parasite dilemma". I know that the parasite sounds so negative. But the parasite, by definition, refers to a creature that can nourish from another organism. Applying this concept in the new advertising arena will keep us from falling prey to the pitfalls of looking at catalogs to determine the likelihood of advertising.

As advertisers, whether from the creative or media perspective, we must go beyond the mindset. Rich media can not only be used in advertising units, but also from the brand or information point of view, to enrich the user's experience.

Create an advertising program that skillfully utilizes technology to enable consumers to derive benefits from their daily lives. Let consumers be amazed at the tools they have loved. And in the process, the brand has a good opinion, and even the joint make the technology more perfect and practical.

Taking twittervision, for example, it uses Twitter technology in a new way to visualize personal communications across the globe. Some of Facebook's features provide entertainment and other features to millions of social networking people. Google Maps utility is also developing. Heck,twittervision is a mixture of Twitter and Google maps.

Advertisers have no reason not to use these programs to satisfy consumers ' functional needs, or even just entertainment needs. API culture has matured so that owners and parasites enjoy as much interest. The more people plug into the Amazon API, the more sales it will produce. The higher the usage rate, the more the list of advertising assets created. This is also a contradiction.

In order to achieve this prospect, creative and media functions must work closely together to resonate with consumers. Despite all the contradictions, my hope for the future is this.