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Social media increases ad impact Study finds adverts by brands advocated on social networks have a greater impact.
Companies using online video productions could find social media brings greater efficacy to their efforts.
A new report from Nielsen and Facebook has found that if an online display ad is advocated by a third party on a social networking site, its impact on the consumer is far greater.
It revealed that in cases where a consumer had seen an ad by a brand that a friend had mentioned on a social network news feed, ad recall increased by 30 per cent, awareness by 13 per cent and purchase intent by eight per cent.
"Almost universally, companies try to create and nurture brand advocates. We now have evidence that sites like Facebook can help achieve that. However, it's different than buying standard online media," said Jon Gibs, vice president of media analytics at Nielsen.
"It's critical we understand advertising in terms of the impact of paid media, but also in terms of how earned media and social advocacy impact campaigns."
Facebook currently boasts more than 400 million active users worldwide.
Posted by Angela Metcalfe
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