The Long-Term Effects of Advertising on Social Platforms

Advertising on social media is typically considered short-term and activation driven. But can advertising on social media platforms help to build brands? Can it have a longer-term impact, or is it just a momentary “flash-in-the-pan” whose effects fade quickly?

Join us on September 12 to understand the long-term effects of social media advertising on consumers, based on the results of an experiment undertaken by the ARF Social Council. This study, conducted by Dynata and EyeSquare with the support of Coca Cola and an anonymous CPG advertiser, employed an innovative methodology to capture and gauge how exposure to ads on social platforms impacts consumer choices and preferences one to four weeks later.

Gain new insights on how you can leverage the study’s results to shape your future social media advertising strategies.

In addition to revealing the results of this experiment, the presentation will cover:

• Whether there were any lifts in upper or mid-funnel metrics on the advertised brands one, two, three or more weeks later
• Whether there were lifts in simulated purchases of the brands that were advertised on social platforms one to six weeks earlier
• Whether there was any decay over time in the effectiveness of those ads
• Whether there were any differences in effectiveness between heavier and lighter users of the category.