Can Ads in Social Media Boost Brand Awareness?

Call me a bit skeptical, but any time I see a "study" done which includes one of the targets of the study as a partner I begin to wonder.

According to Media Life, ads placed within a social media framework "double brand awareness" according to a study done between Neilsen and Facebook. For some reason I cannot get over the "uh-huh" factor here. I just cannot imagine them coming out with a study that would say that "brand awareness actually suffers when ads are exposed on social media sites." But let me go out on a limb and postulate that ads for restaurants and lounges see an increase in overall business when placed in programs at nearby performing arts centers. Of course they do, or they wouldn't be advertising!

This "study" certainly indicates that if you target a specific audience profile (or segment) and expose them to a brand that is likely to be accepted by the eyeballs, they will indeed show recognition and, perhaps, preference to it.

I don't think this is something that is unique or special solely for social media; it can apply for ANY media, so long as the ad is relevant to the target group, exposure is within a friendly and acceptable environment, has a proper message for the product and the viewer, and has a certain level of frequency so the message becomes familiar and accepted over time.

Any increase of intent-to-purchase claims for social media platforms may be a bit difficult to quantify, however this can be argued for just about any medium where you are running an image or item-and-price style of message.

Now, to be clear, these ads running on social sites are not clandestine, embedded or otherwise "placed" endorsements of a products within blogs, tweets or other interactions. Certainly there are people (and agencies) Twittering their friends that they are "going to Taco Bell" for lunch, and getting paid to do so. No, we're not talking about that form of messaging.

However, studies like this one which tout the legitimacy of a social media platform appear to be quite self serving. Any media you have in your plan should be used because it is a proper channel to target a specific audience type, is welcomed as an "interest" which they have indicated, and can provide some level of measure for its influence. Naturally, that influences and even enhances brand awareness.

Claiming social media "ads incorporating authentic social context have a greater effect than standard display ads" is nothing but a "duh" comment. Perfume ads in Field & Stream may not hit the target, nor would an ad for condoms in Sunset Magazine be highly appropriate. A standard display ad is meant for a generalized audience, within a broad category context. But target a specific campaign in any medium that agrees with the audience profile, habits and interests, and you've done your proper planning.


© 2010 Bob Chernet - Need assistance with your marketing initiatives? Contact him today to see how he can be of help. View all of Bob's articles at: Bob Chernet's Marketing Best Practices . Reproduction of Bob Chernet's Marketing Insights in any manner is unlawful, without the written permission of the author.