A new study tested seven different types of ads on two different publisher websites, Facebook and Allrecipes. Of the seven advertising types, banner ads and newsletter links were the most successful at encouraging purchase.
But what type of ads on Facebook or other social networks work the best? To find out, Psychster Inc. teamed up with Allrecipes to determine which kinds of ads are most effective and whether the platforms advertisements appear on make a difference.
- While sponsored content provided the most user interaction (and was the least likely to be perceived as advertising), it also triggered the lowest level of purchase intent and the fewest viral recommendations.
- Corporate profiles are effective but they work better when users can become a fan of the profile and add a logo to their own page.
- More people engage with give/get widgets than with banner ads, however widgets do not increase purchase intent or viral recommendations.
- Regardless of format, the most effective advertisements were those that were related to the content on the publisher’s website (i.e. a soup advertisement on a cooking website).
- Of the seven advertising types, banner ads and newsletter links were the most successful at encouraging purchase intent.
Fuente: Mashable.com
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