Study: Gen Y Notices Social Net Ads, But Claim Irrelevance
- by Gavin O'Malley @mp_gavin, March 3, 2009
The vast majority of young
consumers--84%--do notice ads on social networks. The bad news for advertisers, however, is that just 19% find the ads relevant, according to a new study released Tuesday by The Participatory
Marketing Network and the Lubin School of Business' Interactive and Direct Marketing Lab at Pace …
This appears to just validate what we already see in click rate results from Facebook and MySpace. CTRs from social sites have always been substantially lower.
What should be taken from these findings is how we should place value on view-through conversions from social websites. Many of the Ad Networks have been utilizing low-priced CPMs from Social websites in an effort to spread and reset cookies. A view-through from Yahoo Finance clearly is better than MySpace.
If people are finding ads to be irrelevant and unengaging, then the view-through conversion from these social websites are valueless.