Social advertising is all about using the comments and recommendations of one person to influence the buying habits of another. Facebook does this handily by mentioning which of my friends like the ads that appear in my sidebar. But, to be effective, recommendations don’t have to come from friends.
A recent study by BazaarVoice showed that 51% of the all-important millennial consumers were influenced by the online comments of strangers. So that’s probably why they’ve teamed up with Microsoft Advertising for a new kind of ad they call “People Powered Stories.”
The test revolved around the Windows 7 “back to school” campaign. The ads were designed to pull in real review data from college students, then deliver it to other college students as they surfed the web.