Nielsen today released the results of a study of over 800,000 Facebook users and ads from 14 brands. The results showed greater ad recall, awareness and purchase intent when it’s shown that friends are fans of the brand on Facebook.
Ads on the Facebook home page had a 10 percent increase in ad recall, a four percent increase in brand awareness and a two percent increase in purchase intent compared to a control group that didn’t. The increase in recall jumped to 16 percent when ads mentioned fans who are friends, and 30 percent when the ads coincided with a mention in users’ news feeds.
“The market has been talking very much about how to buy paid media and earn earned media, but there’s been very little attention to the types of hybrid impressions and hybrid experience that blends these two,” said Jon Gibbs, VP-media analytics at Nielsen. “What we’ve seen in both social ads and organic [mentions] are much higher than we’ve seen in other campaigns along these lines.”
Source: Ad Age {link no longer active}
