Mediarun Search Marketing News

Advertisers should 'make the most of social data'

November 03rd 2009

Social Media Optimisation News

Advertisers should make the most of social data when planning a display ad campaign on a social network site, according to a recent study.

Research published by comScore Ad Metrix last week showed that online display impressions on social network sites make up 25 per cent of all UK display impressions with telecoms (30 per cent) and retail (27 per cent) sites getting the majority of impressions.

And despite early protestations from social networks users about the presence of ads on the sites, a recent Webtrends consumer survey has shown that around 85 per cent of people welcome the presence of brands on sites like Facebook, Twitter and Youtube.

The survey also found that more than half of people who use Twitter every day expect brands to use social media to understand customers, provide better service for those customers, involve users in the design of future goods and services, discuss market issues and draw attention to new products and initiatives.

Still, 39 per cent of social network site users complain there is too much advertising on such sites and half of those surveyed revealed they would leave a social media site if it became too commercial.

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