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comScore research reveals effectiveness of Facebook ads
To advertise on Facebook or not, that is the question many are asking. Recent user polls and the actions of advertisers have put doubts in many marketers' minds. comScore has now added to the debate with new data that reveals ads on Facebook are effective in driving sales.
Last month, General Motors Co stated it will cease advertising on the world's largest social network because ads are ineffective. Not long after, a Reuters/Ipsos poll concluded that many consumers aren't swayed by ads or comments on Facebook.
With its share price dropping and the effectiveness of its ads called into question, things weren't looking too good for the social network.
However, comScore has just released data that might brighten Zuckerberg's day. Their research finds that advertising on Facebook can drive increased sales.
The report, "The Power of Like 2: How Social Media Works" focused on the experiences of large brands such as Target, Starbucks and Best Buy. It looks at paid ads on Facebook as well as earned media exposure via brand mentions in status updates and comments.
Results show that people who were Fans of brands were more likely to make a purchase than those who were not Fans. In the case of Starbucks, Facebook users exposed to a brand message on the social network were 38% more likely than other users to make a purchase in the following four weeks. Target experienced a 21% uplift.
But perhaps this report should be taken with a pinch of salt. According to the Washington Post, "The report was partly commissioned by Facebook Inc., a client of comScore's. It was based on a panel of Internet users who agreed to participate in the study - a condition that can skew results."
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