8/12/2019 The Impact of Social Features 2011
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8advertising.yahoo.com
YAHOO!INSIGHTS
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For more information on this study, please contact your Yahoo!
account manager
For media inquiries, please contact MaryLiz Ghanem at:
[email protected]
Today, social is about more than just posting personal
updates. Consumers use social networks to broadcast
everything from what brands they like, to what TV shows
they are watching and how they just voted for their favorite
stars online. This opens up a world of opportunities for
brands, but what does this engagement mean for
brand advertisers?
To help answer this question, Yahoo! measured the brand
impact for a major auto brands sponsorship of Yahoo!s
Academy Awards page during the 2011 Oscars.
We spoke to 1,505 online entertainment fans and measured
the increase in ad effectiveness between two sponsored
Academy Awards pages: one with social features (test site)
and one without (control site). The social feature within
the
test site was a sponsored Oscar winners voting module with
a Facebook sharing feature. Both sites integrated a 300x250
and a 235x60 banner ad for an auto brand.
Key Findings
Did social features around content drive increased
brand perception?
After only one exposure, 40% liked the brand more
because of their sponsorship of the social features.
Did social features impact advertiser effectiveness and
brand response?
Social features around Yahoo! content significantly
increased brand metrics.
The Impact of Social Features
Voting
Feature
Test Site
Sponsored voting feature
with Facebook sharing
300 x 250 brand ad
235 x 60 brand ad
Control Site
No social sharing feature
300 x 250 brand ad
235 x 60 brand ad- 12% increase in brand favorability
- 13% increase in purchase intent
- 41% increase in net promoter/likelihood to recommend brand
Positive statements about the brands leadership, innovation and
connection also grew significantly.
- Is a leading auto brand (15% increase)
- Is technologically advanced (14% increase)
- Is a brand that cares about its customers (17% increase)
Among visitors of the test site, 67% knew which brand was
featured 2x higher than the online
advertising norm.
Did influencers respond to ads with social features?
Brand metrics especially increased among influencers1.
- 15% increase in influencers total unaided ad awareness
- 100% increase in influencers who stated that the auto brand
cares about its customers
- 45% increase in influencers who stated that the auto brand was
fun
1Influencers = respondents who selected 4 or 5 (on a 5-pt scale)
to at least 3 out of 5 influencer/attitudes statements.
Auto Brand
Auto Brand
