A new study from online measurement company comScore debunks the notion that Facebook ads are ineffective.
According to comScore, the recent Reuters survey that says 80 percent of users do not purchase products based on Facebook advertisements is inaccurate because “people generally don’t like to believe that advertising actually has an effect on their behavior.”
“ComScore, meanwhile, says it can measure both online behavior and offline purchases, and can connect the two,” notes AllThingsD, adding the disclaimer that Facebook is a comScore client (the two produced a study last summer analyzing how brands use the social network).
Additionally, while Reuters suggests that Facebook users are using the site less than they were six months ago, comScore counters that “time spent per user is actually up a few percent in that period.”
“ComScore says that Facebook ‘earned media’ ads — the kind that Facebook users distribute on their own, via ‘Likes’ and ‘Shares’ — do help sell stuff,” explains the article. “In their words, the ads have a ‘statistically significant positive lift on people’s purchasing of a brand.'”
A new study from online measurement company comScore debunks the notion that Facebook ads are ineffective.
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