Social ads trail traditional media

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

Warc, 3/29/11

LONDON: Traditional media advertising remains a more effective driver of online traffic than the social networking equivalent, a multimarket study has found.

Consultancy Deloitte and research firm YouGov polled 12,077 people in Canada, France, Germany, Japan, the UK and US, combining the results with qualitative studies from Brazil, India and Korea. (A full breakdown of this research is available to Warc subscribers here.)

Respondents were asked how often they visited websites after being exposed to various types of media, dividing answers into three categories: “frequently”, “occasionally” and “rarely or never”.

In all of the nations assessed, social networks registered scores below those of newspaper ads, radio spots and offers distributed by email.

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