Social Media

Successful Online Brand Advertising Campaigns: Social Media Advertising

Social media and viral marketing have been some of the hottest topics in online brand advertising over the last few years. But as advertisers have tempered their initial fascination with practicality, an age-old question arises — do they actually work? In other words, do they drive the perceptions about the brand - evidenced by Brand Lift - that advertisers are ultimately looking for? Perhaps more than any other form of online advertising, social media campaigns require real-time data on overall campaign performance and that of the creative, placement, and frequency levels driving that performance, to prove their efficacy. Leveraging real-time data, advertisers and the publishers they work with can create impressive results. Take for example the following campaign, employing "virtual gifting" on Facebook and MySpace to drive purchase intent:

CAMPAIGN Promote packaged good
BRAND LIFT OBJECTIVE PURCHASE INTENT
RESULTS 65% lift in purchase intent

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