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BizReport : Advertising archives : September 05, 2014


YouTube revealed as best social platform for ad conversions

YouTube is the most effective social platform for product launches and influencing customers' purchasing decisions, according to a new study from AOL Platforms.

by Helen Leggatt

AOL Platforms used multi-touch attribution technology from Convertro to track half a billion clicks and 15 million conversions in Q1 2014 and discovered which social websites were most involved in online sales as well as which were most effective during different stages of the purchasing process.

The results are interesting and reveal that paid advertising on YouTube converts better than most other social platforms, specifically when it comes to launching and selling products. YouTube beat Facebook in this respect, the social network came in at second place, followed by Google, Pinterest, LinkedIn and Tumblr. Twitter was in last place. This is a good indication that video is a format that works well for advertising products to consumers.

Covertro_SocialMediaMythBusting[1].jpg"We believe that YouTube does well in both of these important purchase funnel areas for a number of reasons," Jeff Zwelling, CEO and co-founder at Convertro, told VentureBeat. "YouTube's own search volume and preferential positioning on Google's results help drive large amounts of traffic, of course. But when you get to YouTube, the content is rich, descriptive, and usually helpful."

AOL Platforms' report can be downloaded free with registration.

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Image via Shutterstock

Tags: advertising, purchase funnel, research, social marketing, social media








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