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BizReport : Social Marketing : April 21, 2010

Report: Social media increases intent to purchase

A new way to target gaming and social consumers just launched from monetization solution Offerpal Media: a display ad network focused on social media. This could help marketers get a better grasp on social marketing, an area which shows tremendous potential for ad recall, brand awareness and intent to purchase according to a Nielsen Company report.

by Kristina Knight

The new report, Advertising Effectiveness: Understanding the Value of a Social Media Impression, from The Nielsen Company finds that ads in the social space are more effective than other ads. Researchers found that consumers are more likely to notice ads in the social space, to remember the ad message and are more likely to make a future purchase after seeing a social ad.

"Almost universally, companies try to create and nurture brand advocates. We now have evidence that sites like Facebook can help achieve that. However, it's different than buying standard online media," said Jon Gibs, vice president of media analytics for The Nielsen Company. "It's critical we understand advertising in terms of the impact of paid media, but also in terms of how earned media and social advocacy impact campaigns."

According to the research ad recall in social settings increased 1.6 times and brand awareness doubled.

The new Offerpal Media ad network is one way marketers can take better advantage of social media. Display ads offered through the network include standard IAB units as well as expandable and rich media options.

Ads are available through CPM, CPC and CPA models as well as Cost Per Install, a unit used by game developers to find and develop new users. The addition of display ads to games and social networks is one way marketers have found to engage consumers. Ads served through social networks as seen by many consumers as more relevant because most ads offered are targeted based on past clicks and personal preferences; in the gaming world most ads are somehow related to the game or the game's demographic.

"Developers can now monetize their complete user experience with just one company, and advertisers can work with us to meet all of their marketing objectives - from brand building and social reach to customer acquisition," said George Garrick, chairman and CEO of Offerpal Media.

About 100 million unique users visit Offerpal's network each month; by targeting these consumers in the social environment brands stand a good chance of engaging and converting the consumer.

Tags: game advertising, Nielsen Company, Offerpal Media, online games, social marketing, social media, social networks

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