Widgetsphere: This is an interesting article on the effectiveness of brand widgets versus the traditional banner ads.
As users are spending more time on social networks, brands are not necessarily adjusting their media/ad campaign accordingly. This article claims that banners in social networks (facebook, myspace, twitter etc…) are far less effective than interactive brand widget because they deliver higher level of engagement.
A good example is Crispin & Porter’s Burger King facebook widget. User willingly erased five friends to claim a free whooper sandwich.
The following got much more attention than any traditional banner campaign ever would.