Twitter users are nearly twice as likely to click on internet ads, review products online and visit advertiser and company profiles than those who use only traditional social networks, such as MySpace or Facebook, according to a study from media research firm Interpret, LLC.
The survey, which was conducted in August 2009 among more than 9,200 internet users found that one-fourth (24%) of Twitter users reviewed or rated products online, compared with just 12% of those who’d used other social networks – but not Twitter.
Tweeters also show double the propensity for viewing online company profiles than do non-Tweeters (20% vs. 11%), and are almost twice as likely to investigate ads or sponsored links by clicking on them (20% vs. 9%).
In a first for a package delivery company, United Parcel Service is giving away samples from major brands to its customers. The company is piloting a program in Chicago, Dallas-Ft. Worth, Miami, Phoenix and Washington, D.C., in which people who get UPS’ Direct-to-Door home delivery also get offers and samples from a roster of brands. It is expected to go nationwide in 2010.
The offers will be packaged in a custom-designed “UPS Direct-to-Door Pak”—white with an image of a UPS delivery van—and delivered to residents in the test ZIP codes who are receiving a small package shipment that day. Each Direct-to-Door Pak can contain approximately 12 offers and samples from UPS customers.
Brands participating in the program include Williams Sonoma, Bed Bath & Beyond, FTD.com, Pottery Barn, The Finish Line, Sephora, West Elm and Zappos.com.
Higher interaction rates, or video completion rates—what would you rather your online ads achieve? For the former, focus on expandable formats, while in-page formats are more likely to achieve the latter, according to new research from social media ad optimization firm Lotame. “Of the banner types in the social media space, we found that video creative had higher click-through rates than non-video units, with in-page units performing better on average from a CTR standpoint than expandable ads,” the report reads.
When compared on the three most common banner sizes within Lotame’s network of sites, the firm found that wide skyscrapers (160×600) had the highest click-through rate performance, followed by medium rectangles (300×250) and leaderboards (728×90), which had roughly the same click-through rate performance.
The study, which factored in consumer usage data from over 250 publishers, also concluded that click-through rates are not the best metric to determine a rich media ad’s effectiveness.