Frequent Twitter users are more likely to click on social media display ads than infrequent tweeters, new research shows. This kind of insight into how consumers interact with these ads, including Twitter’s Promoted Products and ad units in other social applications such as TweetCaster and Echofon, is valuable for many brands and companies that purchase social media advertising , according to researchers at eMarketer.
140 Proof, which offers social stream ad targeting, studied ad campaigns between March and June to see how consumers responded.
Internet power users tend to ignore typical display ads, the study found. But high-level Twitter users were engaging with these ads at a greater rate than lower-level Twitter users.
When users logged into Twitter from third-party clients such as Echofon, Tweetcaster and UberSocial more than 100 times a month and saw more than 1,000 ads, one out of five users (20.40 percent) interacted with at least one ad a month, the study found.
This is a huge increase in interaction compared to those users who only logged in between one and nine times a month and saw fewer than 100 ad impressions.
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