CABA Information Series

IS-2010-141: Advertising Effectiveness: Understanding the Value of a Social Media

This report from Nielsen examines the impact of social media on brand advertising.  Ads that elicit spontaneous consumer comments are called “earned” impressions and have the highest impacts compared with paid ads or paid ads with social information.  The methodology for determining the impact of earned impressions is presented.  The key to earned impressions is an ad that “sparks engagement and connections between brands and users.”



























(Adobe PDF File)