Measuring social engagement
While banner ads on social-media sites typically have lower click-through rates than ads on content sites, a study by social ad network Lotame points to higher engagement levels among users who click on such ads. Lotame CEO Andy Monfried said: "It's weird to assume they're not interested in ads because they're on social media sites. Advertisers need to treat social media in a different fashion from other forms of online media."
Adweek
| 9/28
This story published in IAB SmartBrief on 10/05/2009
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