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BizReport : Advertising archives : April 07, 2011

appssavvy: Social activity ads outperform static banner ads

As time spent online continues to shift towards social media and games a new type of advertising is emerging - social activity advertising. Instead of pushing ads based on a consumer's interests, demographics, and preferences, advertisers can now factor in their social activity, too.

by Helen Leggatt

appsavvy.pngSocial activity advertising has been found to be effective. Recent research by social media advertising company appssavvy found that ads within socially enabled apps and websites drive engagement at nearly seven times display.

Furthermore, their analysis of cost and engagement across various online ad types revealed social activity advertising outperforms rich media and static display advertising in ROI.

Only paid search advertising performed better than social activity ads in terms of ROI.

However social activity advertising delivered the highest performance within social games, outperforming all ad formats including paid search.

The reasons behind the performance of social activity ads are simple - relevant ads based on intent, delivered in an engaging format at a time when a consumer is active.

Not surprisingly, appssavvy's research found that the most successful social activity ads are those that fit seamlessly within the flow of activities that occur naturally within a socially-enabled website, app or game.

"The web has changed significantly thanks to social media, but advertising hasn't," said Chris Cunningham, co-founder and CEO of appssavvy.

"Understanding what people are doing provides advertisers the opportunity to leverage social activities and deliver advertising that captures both context and intent.

Tags: ad performance, advertising, consumer engagement, ROI, social activity, social ads, social media

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  • Davin Crow

    Thanks for the great information. I have been trying to find more sources for this kind of marketing. I am an MBA student and I have been researching social activity marketing. The company I have been looking at has an effective smart phone app with a gaming theme that allows you to find restaurants, and earn points toward free menu items.

    Sounds like a similar concept. Personally, I am glad to see some more interactive advertising.



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