August 21, 2009
Like all the other social web geeks out there, I have been captivated by the notion that the social advertising revolution presents an opportunity to build the web’s next billion dollar business. Yes, I drank the Kool-Aid — whole damn pitcher of it.
But then my bubble would get burst and I would float back to reality when I speak with more level headed web media/advertsing types who would point out that all this buzz for social advertising was spinning out of what actually were meager experimental ad campaigns, and I’d start to feel like my web 1.0 brethren who couldn’t stop proselyting how their petfood.com portfolio company was going to be the next big IPO. I guess it is an occupational hazard that early stage VCs often get wildly excited about their investments — and often are wrong.
However, over the course of the last week, I noticed something. Many of those same damn sober-headed, straight-laced analytical types who typically burst my bubble are coming around to the view that the big brands are deadly serious about social advertising and are starting to allocate very real NON-experimental 2010 ad budget dollars to the category.
When you see both wild-eyed web zealots AND the bubble-bursters believing in something, then you know it is coming…right?