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BizReport : Social Marketing : September 30, 2009

Lotame: Social consumers interact more with video

Social consumers may be expressing demand for different types of advertising by not clicking. According to a new report from Lotame, social consumers are less apt to click on banner ads than consumers outside of the social space.

by Kristina Knight

On the positive side, social consumers are interacting and engaging with these same ads in different ways. The report finds that video in particular engages social consumers when the ad is for an entertainment industry product.

"Of the banner types in the social media space, we found that video creatives had higher click-through rates than non-video units, with in-page units performing better on average from a CTR standpoint than expandable ads. When compared on the three most common banner sizes on the Lotame Co-op, we found that wide skyscrapers (160x600) had the highest click-through rate performance, followed by medium rectangles (300x250), and leaderboards (728x90), which had roughly the same click-through rate performance," is ">written in the report.

Lotame suggests that marketers focus on Expandable ad formats rather than standard banners when targeting social consumers, and to avoid formats requiring that consumers click to interact. By offering expandables and video formats, marketers stand a better chance at engaging the consumer. Next, the study suggests that the primary ad size by upgraded to Leaderboard (728X90) size for rich media.

The report results are based on more than 100 rich media banner ad campaigns from 30 advertisers and billions of advertising impressions.

Tags: Lotame, online video, social advertising, social consumers, social marketing, video advertising, viral marketing

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