Social ads continue to outperform portals, networks, and exchanges in cost-effectively reaching new and exclusive audiences, although the data may be skewed by social users who use private browsing, details Neustar Aggregate Knowledge in its latest quarterly “Media Intelligence Report” covering Q2 activity. The study reveals that social ads performed 167% better than the 4-channel average in reaching new and exclusive users at a low cost. (The potential data skew would be the result of users accessing social on multiple platforms and devices and via private browsing; Neustar explains that each time a user accesses social in a private browser, they appear as a new cookie, or user.)
Social ads were also effective in reaching quality users – those that can be targeted consistently. While social trailed exchanges in the “user quality index,” it remained above the 4-channel average due to an increase in both impressions and the frequency of ads being shown to the same users. Read the rest at MarketingCharts.