Gaia Readies Analytics Surge For Social Network Advertisers

MEDIAPOST — Promoting theatrical and DVD releases for Tim Burton's "Alice in Wonderland," Gaia Online scattered 37 million rabbit holes throughout the social media site. Avatars clicking on a rabbit hole fell down into a Flash environment where they drank a potion and shrank to fit through a door leading into Wonderland, where they could hang out and chat or participate in games. Advertisers, marketers and their agencies have begun to request deeper interaction between the brand and site members, and to demand detailed reports and analytics to support return on investment (ROI) claims. "We are being asked to track everything, from how many clicks on those rabbit holes and trailers viewed, to engagement within the ad units and number of unique visitors to a particular part of the site," says Chris Davis, Gaia senior vice president of global sales...