Social and Native Ads Are More Effective Than Email, Study Says

Millward Brown finds surprising trends

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Marketers say that social media ads and native promotions are better for brands than email, according to Millward Brown Digital's study for MediaBrix.

When asked what ad types "meet their digital branding objectives," those surveyed—who could make multiple selections—answered with the following frequency: social (51 percent); native (46 percent); email (36 percent); paid search (23 percent); mobile Web (23 percent); "emotionally targeted" in-game (20 percent); mobile in-app (20 percent); programmatic (18 percent); regular in-game (14 percent); text messaging (12 percent); and ads purchased directly from websites and blogs (11 percent).

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