Social media channels can certainly get you traffic, attention and links. However, when it comes to measuring the value of social media advertising, many countless brand marketers are looking for guidance, questions such as – what are the real “value” of social media impressions and quantifies the extent to which home page impressions drive branding impact and brand ‘friending?’ and what are the indicators that influence customer’s purchase intent etc has been asked so many times by brand marketers.
In recent joined forces study between Nelson and Facebook towards developing effective, near-real time ad effectiveness solutions to determine consumer attitudes, brand perception and purchase intent from advertising in which including aided awareness, ad recall, message association, brand favorability, and purchase consideration. Study found that when it comes to making a purchase decision, consumers trust their friends and peers more than anyone else.
For those Homepage ads at the top of the marketing funnel, awareness increased on average by 4% between exposed and control audiences. Purchase intent also increased on average by 2% following ad exposure on Facebook.
Comparing the responses of those users who had seen ads with social context against users who saw ads with no social context from the same campaign, the study found a measurable lift in lift.
While exposure to the homepage ad itself increased ad recall, the study also found that for users are exposed to both the “paid ad” and the organic impression, they can remembered the ad at three times the rate of those just exposed to the paid homepage ad … For more on earned media, social advertising and the methodology behind this study, continuing read it at Nelson Blog.