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Display adverts can be effective if marketers research the social network that they are targeting, says an expert.
Advertisers must be willing research the social media networks that they are attempting to engage with, according to an industry insider.
Andrew Girdwood, head of search for bigmouthmedia, pointed out that much of the information that companies can use to form a successful targeted campaign is not part of the display advert platform.
He claimed that it is down to each individual agency to use their skill to find out what each social network will respond to.
Mr Girdwood explained: "Social networks can be quite challenging for display adverts and you can get it very wrong. However, you can get it right if you use all that social data available."
In his view, the popularity of display adverts on social media is down to the extensive reach that they can offer marketers.
Recent research by Webtrends revealed that 85 per cent of consumers under the age of 35 are open to brands having a presence on social networks such as Facebook and YouTube.
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