Social Media Ads: More Is More

Citing new research on its own base of 30 million social media users, ad services provider Lotame says that ad campaigns into user-generated content require much higher frequency caps in order to capture these users when they are ready to pay attention. Frequent visitors to blogs and network profile pages are so highly engaged in their posting and mailing activities during their first session they pay no attention to ads. During later sessions in a 24-hour cycle these same users are in a more passive mode that can respond well to the message. The company suggests media planners try to target the core influencers in a given social vertical but also hit them repeatedly, sometimes up to 17 times, with an ad.