Social advertising application Salesforce Social.com, an extension of the Salesforce Marketing Cloud service, looked at more than 1 million ad units and 114 billion impressions served worldwide through the platform between January and March 2013. The study found that context went a long way to improving ad performance on Facebook.
The sponsored check-in story—in which users are shown an ad in their newsfeed for a place where they had previously checked-in—achieved the highest clickthrough rate (CTR) by a significant margin. At 3.2%, the check-in story beat out the CTR for the sponsored “like” story by almost 1 percentage point. All sponsored story ad types performed far better than other ad units, save page post ads and ads inviting users to install mobile apps. Read the rest at eMarketer.