What Type Of Social Media Ads Are The Most Effective?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

3/29/10, MediaPost

Now that social networks devour about a fifth of Web users’ time, you might be wondering which ad formats are most effective on Facebook and its rivals.

Well, among the seven most common formats, sponsored content ads — in which consumers viewed a page that was “brought to you by” a leading brand — were the most engaging, yet produced the least purchase intent, according to a new study conducted by research firm Psychster, and commissioned by cooking/recipe hub Allrecipes.com.

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