The effectiveness of social network advertising was the topic of a recent survey by the Massachusetts-based consumer brand marketing firm, Prospectiv. The results of the Prospective findings revealed consumer opinions on such ads.

Their poll of nearly 800 users of social networking sites such as MySpace, Facebook, Friendster, Hi5 and others reveals that 87% surveyed feel that very few (58%) or none (29%) of the ads and offers they’re currently seeing on social networking sites match their specific interests and preferences.

Additional findings indicate that, despite much debate about the acceptance of advertisements on social networks, 56% polled said the quality of their online experience would be improved if social networking sites provided more targeted advertisements and offers tailored to their specific interests and preferences.

1. What Consumers Want From Advertisements
According to the survey, consumers said the types of tailored ads and offers they would respond to are:

*One-off coupons and discount offers from the brands and products they buy (62%)
*E-newsletters featuring coupons, discounts, news and tips about favorite brands (24%)
*Invitations to join interactive email groups, online forums and social networks for sharing and communicating (14%)

2. Consumer Opinions of Current Advertisements
Prospectiv’s poll results show that although members of social networking sites are open to receiving offers and promotions from marketers, the majority of the advertisements currently on social networks are not speaking to their needs, preferences or specific interests. The survey has shown:

*Very few ads match consumers’ interests and preferences (58%)
*None of the ads match consumers’ interests and preferences (29%)
*Most ads match consumers’ interests and preferences (13%)

Because ads are not matching consumers’ interests, consumers are not clicking on them. The survey has shown that more than half (54%) of consumers never click on advertisements on social networks, 39% of consumers occasionally will respond to ads and only 7% will often respond to ads.

Additionally, 85% of consumers said they are more likely to join a free social networking site supported by advertisements and offers targeted to their interests rather than a paid social networking site without commercial advertisements.

According to CEO Jere Doyle: “These poll results clarify that members of social networking sites are open to offers and promotions as long as they are targeted to their interests. The next step for the web publishing industry seeking to monetize their online communities is to improve ad relevance, and the best way to do this is to work with online lead generation providers and ad networks that have the brand relationships, technologies and services to ensure that the ads presented are tailored to their audience’s needs and wants.”