Public Relations & Social Marketing Insight

In keeping with results from biometric and eye tracking data, 47% of consumers said they immediately skip or ignore a video ad on Facebook before watching it.

Innerscope says 25% of consumers were more likely to say they would try or buy target brands after watching the ads on TV, compared to watching the ads on Facebook at 9%.

Innerscope says smaller screens are a big factor in lower video ad impact, where visual attention spent on branding moments, logos and taglines declined with screen size....

...The lack of consistent correspondence between Twitter reaction and public opinion is partly a reflection of the fact that those who get news on Twitter – and particularly those who tweet news – are very different demographically from the public.

The overall reach of Twitter is modest. In the Pew Research Center’s 2012 biennial news consumption survey, just 13% of adults said they ever use Twitter or read Twitter messages; only 3% said they regularly or sometimes tweet or retweet news or news headlines on Twitter.

Twitter users are not representative of the public. Most notably, Twitter users are considerably younger than the general public and more likely to be Democrats or lean toward the Democratic Party. In the 2012 news consumption survey, half (50%) of adults who said they posted news on Twitter were younger than 30, compared with 23% of all adults. And 57% of those who posted news on Twitter were either Democrats or leaned Democratic, compared with 46% of the general public. (Another recent Pew Research Center survey provides even more detail on who uses Twitter and other social media.)...