As social networks have picked up a greater share of digital ad
dollars, a key differentiator they emphasize to brand advertisers is the
ability to harness the power of friend recommendations when it comes to
sharing experiences and content.
Last week, Facebook introduced new advertising products that
highlight friend connections on the site to make marketing more
inherently social. Though social ads were previously available on
Facebook, last week’s announcement signifies even greater emphasis on
this unique form of advertising.
But do these types of social ads offer any advantages over their
non-social counterparts? To answer this question, Nielsen analyzed*
results from 79 Facebook campaigns over a period of six months to
determine how well ads with social messages succeeded at breaking
through to the audience. Social ads are those served to users who have
friends that are fans of or have interacted with the advertised brand
and prominently call the relationship out, while non-social ads are
served to the remainder of the Facebook population.
While prior Nielsen research
showed that online ads tend to be noticed and remembered overall, this
analysis further demonstrates that social ads do provide an advantage.
On average, social ads generate a 55% greater lift in ad recall than
non-social ads, though individual cases may vary.
According to a 2011 Nielsen survey on consumers’ attitudes toward
different types of advertising, 76 percent of U.S. Internet consumers
said they most trusted recommendations from personal acquaintances,
while 49 percent trusted consumer opinions posted online. Thus, it
should come as no surprise that ads that reference a consumer’s friends
prove more memorable than traditional ads with no social content.
Based on this analysis, more and more advertisers may consider
leveraging ads with social content as a means to better utilize the
power of the network of consumers engaged with their brands. This also
serves as justification for marketers’ efforts to create more social
connection points with their consumers, as their brands will be better
positioned to reach a larger group of prospects.
http://blog.nielsen.com/nielsenwire/online_mobile/ads-with-friends-analyzing-the-benefits-of-social-ads/
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