Nielsen: Facebook’s Ads Work Pretty Well

He’s cool, he likes that brand so that brand must be okay. Seems pretty simple and straight forward and that’s pretty much how it works.

The study of more than 800,000 Facebook users and ads from 14 brands in a variety of categories shows a marked increase in ad recall, awareness and purchase intent when home-page ads on the social network mention friends of users who’ve become fans of the brand in the ad.

The impact on awareness and recall is even more pronounced when a home-page ad coincides with what Facebook and Nielsen term “organic” social advocacy, i.e. an item in a user’s news feed indicating a friend has become a fan of a brand.

In short, so-called earned media generated when people mention or advocate brands makes the paid media considerably more effective, according to the study. Nielsen and Facebook plan to discuss results of the study in a session at Ad:Tech in San Francisco on Tuesday.

From Ad Age

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About brohanyc
interaction design, information architecture, content strategy.

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