Nielsen: 'Social Ads' Are Better Recalled
There's advantages to showing advertisements recommended by a person's friends, says Nielsen in a study of 79 Facebook campaigns over a six month period.
Social ads are defined as:
... those served to users who have friends that are fans of or have interacted with the advertised brand and prominently call the relationship out, while non-social ads are served to the remainder of the Facebook population.
The research shows that social ads are recalled by a margin of 55% over non-social ads.
Foremski's Take: Ad recall is not the same as conversions. For example, advertising on social networks such as Facebook, has a far lower click through rate than online advertising on non-social sites.