#aol platforms

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(VIDEO) AOL Goes Short At Prime-Time To Reach Viewers: Martinez

Convertro (a division of Aol Platforms) released a survey recently on the effectiveness of advertising on social networks. The approach was to We break out the different phases  in the path to purchase to show how different social networks performed at different points.; from first exposure to a brand, through to the final online message that seals the deal. They also accounted for a singular exposures to brands that led to a conversion. They found that YouTube led the way in making initial introductions and driving final sales. You can download the report for yourself. Here’s what some of their findings looked like.

I interviewed Convertro’s Jeff Zwelling for the Sunday Business Post about the survey. I wasn’t convinced of the value of this approach, so I asked him whether the focus on percentages rather than absolute values of conversions for each network gives the sense that all networks are equal, and whether it would have have been more instructive to give numbers rather than percentages? Here’s what he said:

I actually disagree with the latter point. The goal of the report is to provide qualitative guidance to marketers on what we’re seeing in terms of how social channels affect the purchase funnel that consumers go through. Using absolute numbers would provide a look at which channels saw the most activity across touch points, which would obviously skew towards more populated services such as Facebook and Twitter. As a marketer, you’re really interested in the former to understand how your social ad investments can go further.