What Type Of Social Media Ads Are The Most Effective?
Well, among the seven most common formats, sponsored content ads — in which consumers viewed a page that was “brought to you by” a leading brand — were the most engaging, yet produced the least purchase intent, according to a new study conducted by research firm Psychster, and commissioned by cooking/recipe hub Allrecipes.com.
Corporate profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a “fan,” and add the logo to their own profiles, than when they could not.
Meanwhile, “give and get” widgets — in which individuals can create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) — were more engaging than traditional banner ads, but no more likely to produce an intent to purchase.
