Ads on Social Seen Highly Efficient in Reaching High-Quality Users

Social vastly outperforms portals, networks, and exchanges in ad reach efficiency – a measure that refers to their ability to reach exclusive users at the lowest cost – finds a study [download page] from Aggregate Knowledge. The study, which analyzed more than 35 billion impressions across Q4 2012, found that social performs 2.8 times better than the indexed average on this measure. While exchanges were the cheapest channel when taking only cost into account, they dropped off when factoring in the ability to reach users absent on other channels. (more…)