Report: Corporate Fan Pages Increase Purchase Intent More Than Banners And Widgets

A recent study found that among the seven most common ad formats, sponsored content ads were the most engaging yet produced the least purchase intent. The report also found that corporate profile pages (like Facebook Fan pages) produced the most purchase intent, especially when users were able to add themselves as a fan. The report is shown after the jump.

The study was conducted by research firm Psychster and commissioned by cooking/recipe hub Allrecipes.com. Other interesting results from the report include the fact that “give and get” widgets – where users create and customize virtual items (a car or a dinner menu), and then proceed to send it to friends – produced more purchase intent than banner ads, underscoring the power of virtual goods for advertising.