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Display Ads are Tantalizing Targets for Tweeters, Research Shows



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.

Reach BusinessNewsDaily senior writer Ned Smith at nsmith@techmedianetwork.com. Follow him on Twitter @nedbsmith.


Ned Smith

Ned was senior writer at Sweeney Vesty, an international consulting firm, and was Vice President of communications for iQuest Analytics. Before that, he has been a web editor and managed the Internet and intranet sites for Citizens Communications. He began his journalism career as a police reporter with the Roanoke (Va.) Times, and was managing editor of American Way magazine and senior editor of Us. He was a Captain in the U.S. Air Force and has a masters in journalism from the University of Arizona.