Last week Avenue ARazorfish (a leading digital marketing company) and Pluck (a leader in social media technology) announced that they will be developing and marketing technology that will allow advertisres to inject social media features such as customer comments and user generated content into mainstream digital advertisements.
It will be interesting to see how this new development plays out. Whilst blogs & review forums have long been catalysts for product and business changes in the commercial world, this new media technology will seemingly make consumer opinions be markedly more visible.
Will advertisers filter the user generated content within their ads to such a degree that its consumer appeal is diminished? Or, will advertisers embrace the comments warts and all to actually use this mechanic as a new form of research?