Social networking ads don't match consumer interest, poll finds

Category: Web 2.0

May 14th 08, 11:36

Members of social networking websites are not encouraged to click on advert links displayed on their homepages, research has found.

The Prospective poll showed that 87 per cent of networking site users thought between 29 per cent and 58 per cent of the adverts and offers matched their interests and preferences.

Prospectiv polled 800 users of websites such as Facebook, MySpace, Friendster and Hi5.

More than half of those polled (56 per cent) suggested their online experience would improve if adverts were more targeted.

They also suggested they would be more likely to respond to coupons, discounts and invitations to join interactive email groups that matched their interests.

Prospectiv chief executive Jere Doyle said: "The next step for the web publishing industry seeking to monetise their online communities is to improve ad relevance."

He added that the most effective way to do this is to work with online lead generation providers and ad networks with brand relationships, technologies and services.

WikiAnswers website suggests that Facebook has around 39 million active users and 75 million members.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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