skibum - 5:48 pm on May 5, 2011 (gmt 0)
You could say the same about TV, radio, newspapers, yet ads still work on those mediums, from the big corporation wanting to raise awareness about a product and build a national brand, to the used car salesman promoting his week-end special in the local newspaper. It's not always about a click and instant conversion.
It is important to think about the state of mind of people in different advertising mediums.
In search they are actively engaged in searching for something. If an ad is relevant then the person will clicks on it if it helps them get what they want.
When it comes to TV people are more passive and expect a break in the show to see some commercials. While they are not actively engaged looking for whatever is advertised they are not actively searching for or engaged in something else. People may get up and walk away during commercials but generally they will be more open to watching them as opposed to trying to do something else with the TV.
Newspapers are more like search, people are actively engaged in reading or skimming information and an ad might fit in with what they have an intention to do while reading a paper or magazine. They are also not engaged chatting with people and catching up on the latest gossip from their friends as they are on Facebook.
On Facebook (or twitter) people go there mostly to look at pictures, post what they had for breakfast and that the new dog pooped on the carpet or play games. They generally don't go there to shop and are engaged in activities that usually have nothing to do with commerce or wanting to take an action other than mindless activity unless they are trying to figure out why nobody is clicking on their ads and why.
If FB gets down to the level of being able to parse language and see in someones stream of activity that they just asked their friends where do you get, is x better than y, and then show an ad that answers that question, aka search then maybe Facebook ads will start to work outside personals and games.