In a shocking revelation, research has revealed that adverts running on non-social media sites get better click-through rates than on sites such as Bebo and Flixter.
Via Brand Republic, social advertising network Lotame compared figures with Google’s Doubleclick – although interaction with ‘advertising communication’ was higher on social networks.
There are a stack of reasons why this is the case – the fact that conversion rates and click-throughs can be monumentally different due to designs, ad placement and topics means that these types of comparison are never particularly useful.
But the main one is that when I want to communicate with my friends and family, I don’t give a monkeys about any product unless I’m actively asking about it, or my network are actively recommending it.
When I’m viewing non-social sites, I’m more likely to be possibly searching for something related to my browsing.
If you’re monetising something via social networking, surely the best way is to remove advertising, and just go straight from recommendation to purchase?