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Mars dominate social ads, according to comScore study

By Jack Adams

Circle of people around the words 'social network'

Some of the most well-known consumer package goods (CPGs) are dominating in advertising displayed on social networking sites, according to a study by comScore, and cited in an article published by ClickZ.

In results posted for August, Mars, Energizer and Kraft all fared extremely well.

The comScore chart displays advertisers’ share of total display impressions that contain social media features or are designed specifically to direct users towards their pages on social networking sites.

One successful example of an advert that incorporates the aforementioned features is that for Skittles Blenders – which features the Facebook logo and text designed to entice viewers to “Watch the TV Sport” on the Skittles Facebook page.

As the manufacturer of Skittles, Mars typically include social components in around 30 per cent of their display ads, while Groupe Danone feature the components in almost 80 per cent of their adverts.

Social ads could be extremely useful for advertisers looking to promote awareness of social media marketing campaigns on site such as Facebook and Twitter.

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