Social Net Ads: Fewer Clicks, More Engagement
NEW YORK Conventional wisdom holds that social media advertising does not perform nearly as well as ads running on non-social sites, at least by standard measurements like clicks.
That’s true, according to a new study by social ad network Lotame, but it misses an important distinction: the same ad placements on social sites can draw far higher levels of engagement. And that’s an increasingly important point for brands.
Lotame examined over 100 rich-media campaigns it ran during 2008 and the first eight months of this year on sites like Bebo, Flixster and The Huffington Post.
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