A new study by social ad network, Lotame, found that ads placed on social sites draw far higher levels of engagement, even though they don’t have as high of click through rates. Lotame examined over 100 rich-media campaigns that ran on Bebo, Flixster and The Huffington Post during 2008 and through August 2009 and compared the performance to the industry standard measurements published by Google ad serving unit DoubleClick.
The study found that although the click through rates for ads on social sites were lower than the DoubleClick average (across all ad sizes, formats and types of advertisers), users interacted more with the ads through the social sites. In fact, Lotame showed that there were double the response rates in expandable units, both with video and without, and for in-page video, on the social networking sites. It is important to note though that Lotame does not include Facebook in its findings.
For more information about Lotame’s study and its findings, go to: http://www.lotame.com/uploaded_files/reports/files/FILE_05301eb6f92b625bb11d007d8b505e2fLotame%20Research%20-%20Rich%20Media%20Benchmarks%20in%20Social%20Media.pdf