It’s no secret that social networks have had a difficult time integrating advertising that has a bang for its buck. IDC has released some data showing what social networks – and advertisers – are faced with.
Only 57 percent of social network users have clicked on an ad in the last year versus 79 percent of all users in the rest of the web.
When it comes to purchasing, only 11 percent of social network users will actually make one compared to 23 percent of the rest of the internet.
“The thinking has been that the popularity of SNS will attract a big audience and generate a lot of traffic, which in turn will produce enormous amounts of user-generated content (UGC) and therefore advertising inventory – without any expenses for editorial staff or content distribution deals,” said Karsten Weide, program director, Digital Marketplace: Media and Advertising. “All of the above has proven true – except that almost invariably, SNS have had a hard time selling this inventory.”