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October 28, 2011, 4:22 am UTC
A marketer buying ads on a social network is always tentative about the reception of their brands and generally presume that people who are highly active on various social networking sites tend to ignore the typical display ads but e marketer suggests the other way round, it states that High-level users of Twitter don’t get ‘banner blindness’.
An August 2011 survey from Lab42 looked at how often Twitter users access Twitter online or via mobile devices and found that 37.2% access Twitter online multiple times a day and 27.2% access via a mobile device multiple times a day. Additionally, 32.8% access the site online daily and 28% access via mobile daily.
As more users get comfortable interacting with Twitter via mobile devices or other third-party Twitter applications, companies are also looking at how they interact with ads there. 140 Proof, which offers social stream ad targeting, studied ad campaigns between March and June 2011 to see how consumers responded.
The study found that, contrary to typical display ads, which internet power users tend to ignore, high-level Twitter users were engaging with these ads at a greater rate than lower-level Twitter users.
Of those users who logged in to Twitter from third-party clients like Echofon, TweetCaster and UberSocial more than 100 times a month and saw more than 1,000 ads, 20.40% interacted with at least one ad a month. This is a huge increase in interaction compared to the users who only logged in between one and nine times a month and saw fewer than 100 ad impressions. They responded to at least one ad 1.57% of the time. In between these extremes, users who logged in between 10 and 24 times responded to ads 4.41% of the time, those who logged in between 25 to 49 times had 8.77% engagement rate and users logging in 50 to 99 times a month interacted with an ad 13.82% of the time.
Businesses, brands, and marketers want followers on Twitter so they can reach more people with deals, offers, advertising, and customer support not just directly, but indirectly. Because of the way Twitter works, each follower you engage with can potentially expose your business or brand to all of his or her own followers, and those followers can expose you to their followers.
That’s because every time a follower responds to one of your tweets, his or her friends and contacts see you in their feed of new updates. The point is that you want followers because they will help you reach more people on Twitter.
The nature of advertising on Twitter and Twitter applications means that the ads look similar to the content on the social network and are therefore, at least in theory, more engaging for users. As Twitter becomes a larger part of the social network advertising landscape, advertisers will focus more on how to make these ads more engaging and attractive for users.
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