The lines between online marketing channels continue to get more and more blurry. Regarding ads alone, you can buy display ads on Google, you can buy display ads or affiliate ads (or both!) on affiliate sites, and you can buy ads within your social strategy publishers. Now, just imagine what's happening within the channels themselves.
Here's a great case in point: sponsored stories on Facebook. You take the social action of a friend and apply it as a paid ad. For example, if a friend checks-in at Beanscene, an ad for Beanscene will pop up on your Facebook page. Does this cross-over pay off?
Yes. TBG Digital's study, http://www.readwriteweb.com/biz/2011/05/facebook-sponsored-stories-are-more-effective.php found that Sponsored Stories have a CTR that's much better than a standard ad, 46% better. Nothing mind-blowing here as you would assume that a link that's been, in effect, recommended by a friend would be more clickable. Can anyone say Google +1?Tex