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B2B Articles - Apr 28, 2013 12:38:11 PM

Do social recommendations improve ad performance?

Social ad effectiveness and social media reportA survey, Social Ad Effectiveness, by Unruly Media explored the impact of recommendation on brand metrics amongst 18-34 year olds to determine social ad effectiveness. The study was aimed at 18-34 year olds and it's goal was to determine social ad effectiveness.

The underlying question of the report was: Do social video recommendations significantly impact traditional brand metrics? 

To get the answer it examined four social video campaigns using Unruly‟s social video platform from top FMCG brands Guinness, Coca-Cola, Cornetto and Energizer. The findings of the report show that social recommendations hugely improve ad performance.

  • Video enjoyment increased purchase intent by 97% and brand association by 139%
  • Enjoyment of the video rose by 14% amongst viewers who had viewed following a recommendation
  • Brand recall and brand association rose 7% amongst viewers who had been recommended the video versus viewers who found it by browsing

The growth and ubiquity of social networking has created a vast opportunity for marketing agencies and advertisers. A marketing agency or brand manager can use social channels to open up conversation with brand audiences and improve the effectiveness of digital, discuss and online ads.

Viewers that watch video ads

SOURCE: Unruly is the global platform for social video advertising.

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