Final answer:
Social networks provide an advantage over display networks for paid advertising due to their targeting capabilities, wider reach, and audience engagement opportunities.
Step-by-step explanation:
When it comes to paid advertising, social networks have an advantage over display networks in terms of targeting based on user demographics and interests. Social networks like Face-bo-ok, Twi-t-ter, and LinkedIn collect a vast amount of information about their users, allowing advertisers to target specific groups of people based on factors such as age, location, and interests. This targeted approach increases the likelihood of reaching the desired audience and generating higher engagement.
In contrast, display networks offer wider reach across various websites, displaying ads to a larger audience. However, this broader reach may not always be as effective as the targeted approach provided by social networks. While display networks can reach a wide range of people, the ads may not be relevant or engaging to everyone, resulting in lower conversion rates.
The advantage of social networks also extends to audience engagement opportunities. Social networks allow users to like, comment, share, and interact with ads, creating a more interactive and engaging experience. Display networks, on the other hand, typically offer static and visually appealing ads but have limited opportunities for audience engagement.