Poll: Consumers aren't connecting with social ads

Though consumers are connecting to social networks in record numbers, the ads in those spaces aren't connecting with them. According to a recent poll from Prospectiv, upwards of 90% of consumers say the ads on social networks aren't "speaking" to them. What can a marketer do to change that trend?

by Kristina Knight

First, lets take a deeper look at the numbers. 58% of those surveyed said very few of the ads on social networks meet their interests or preferences and 29% said no ads match their interests or preferences. That is a startling 87% of consumers whose needs aren't being met by social marketing ads. Of those who say the ads shown aren't of interest, more than half said their overall online experience would improve if the ads offered on social networks were of interest to them.

How can a marketer serve more interesting ads? By targeting the marketplace and listening to the consumers.

According to this poll social networking consumers want more than a display ad or video clip. Just over 60% of those polled said they would respond to ads offering coupons or discounts for their favorite brands. Just under one-quarter of those polled said they would like e-newsletters with coupons and discounts in addition to news and tips.