You might have heard: Commenting platform Livefyre, which is used by publishers including The Wall Street Journal and Condé Nast, launched sponsored comments
But did you know: Comment sections are the latest area of publishers’ websites to go up for sale to advertisers, but advertisers say there’s reason to be skeptical whether comment advertisements will take off. Steve DeAngelis, vice president of client solutions at M&C Saatchi Mobile, says the potential risk of an advertisement appearing next to offensive comments isn’t worth it for most advertisers. Advertising agency Digitas’ vice president of paid social and strategy Jeanne Bright says she doesn’t see much of an upside for clients: “I think it would take a certain type of brand to want to run on this ad type — one that is willing to be exposed to and manage potential risk.”
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from American Press Institute http://ift.tt/1PPFVFn
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