Traditional media advertising remains a more effective driver of online traffic than the social networking equivalent, a multimarket study has found. Respondents were asked how often they visited websites after being exposed to various types of media. In all of the nations assessed, social networks registered scores below those of newspaper ads, radio spots and offers distributed by email. “Search engines returned the best ratings, as 36% of contributors agreed properties like Google and Bing regularly led them to visit other websites, including 43% in Japan. Television ads followed on 20%, beating email alerts and deals with 16%, and press advertising’s 13%.
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