Companies and brands still not sold on the merits of digital advertising may want to consider a statistic from a new study: 61 percent of consumers say digital ads prompted their interaction with a brand on a social platform.
That means digital advertising beats all other advertising forms, including television, print, radio and outdoor ads. Additionally, the researchers found that response rates varied based on consumers’ age and gender. Respondents ages 18 to 34 were more likely than average to say digital ads with social calls to action are effective in driving interaction on social media. Women in that age range were most likely to respond to a call to action from digital ads.
Those findings are significant for companies looking to create an active customer base for their brands on social media.
"We found that marketers who use social sharing and action prompts within advertisements create authentic interactions that drive further engagement," said Mark Kaefer, marketing director at online publisher community Burst Media, which conducted the research. "On the digital front especially, display, mobile and sponsored online content campaigns that include social media prompts can virally and exponentially extend campaign reach through consumer status updates, likes, tweets, pins and more."
Consumers cite a number of reasons for interacting with brands on social media. Showing support for a business was the most popular reason consumers followed through with a brand after seeing a call to action in an advertisement. Additionally, shoppers said they also interact with brands on social media in order to receive special offers, coupons and other promotions. Women were more likely than men to engage in those behaviors in both cases, the researchers found.
The continued popularity of social media platforms gives brands another reason to continue investing time and money in developing ads that promote visitor interaction on those sites. Overall, more than 65 percent of respondents said they have at least one social media account set up for personal use. Nearly 60 percent of those users said they check platforms at least once a day, while 22 percent check them once a week.
Facebook remains the most popular social media platform, with more than 50 percent of respondents saying they are active on the platform. Google+ has a growing audience, with a quarter of respondents saying they use the network, the research also found. Instagram and Pinterest were also found to have a more female users, the study found.
The research was based on the responses of more than 2,500 consumers.