Study: Social ads attract few clicks but lots of engagement

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New York—While ads running on social media sites do not attract as many click-throughs as ads on nonsocial sites, the engagement of social users with the ads they see appears to be much higher, according to a new study by social media ad network Lotame Solutions.

Lotame studied more than 100 of the campaigns it ran for clients in 2008 and 2009 on such social sites as Bebo, Flixster and Huffington Post, and compared these with industry standards logged by Google-owned ad serving company DoubleClick. Lotame found that social users were more likely to play videos to their conclusion (68%, versus 62% for DoubleClick). Social media users tended to expand ad messages on screen at twice the rate of the DoubleClick standard.

Lotame sells ads based on the time viewers are exposed to them, rather than on a cost-per-click basis.

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