Social Media Ads: Not Engaging Majority of Viewers

Social Media

December 6, 2012 -- Nielsen’s “Social Media Report 2012," which examines all aspects of social media including advertising, reveals 33% of consumers find ads on social networking sites to be more annoying than other online ads.

Additional findings:
 

• Only one in 4 (26%) say they are more likely to pay attention to an ad that has been posted by one of their social network friends.

• Fifteen percent say they’ve shared an ad after seeing it via social media.

• One-quarter (26%) has “liked” a social media ad.

• Just 17% feel more connected to brands seen on social networking websites.

• One in 4 (26%) say they are okay with targeted that are delivered based on their profile information.

• Examining the ability of social media ads in driving purchases:
   

  • One in ten (10%) made a purchase over the internet for a product that was advertised on social media.
     

  • Eight percent made a purchase at a brick-and-mortar store due to a social media ad.
     

  • Nearly one in 5 (18%) have purchased or obtained a coupon (i.e. through a daily deal site, retailer, etc.).

About: The data is based on a representative sample of 1,998 adult (ages 18+) social media users who were recruited from the Nielsen Online Panel. “Social media user” is defined as participating, talking, and networking online through various platforms to share information and resources. This includes Internet forums, blogs, Facebook, Twitter, video sharing, consumer rating and other social networking websites. The online survey was fielded from July 19 to August 8, 2012.

Source: Nielsen, Social Media Report 2012, accessed December 7, 2012.