As time spent on social networking sites increases, (and we know that visiting social networks is the 4th most popular thing that folks do online - ahead of checking their personal emails) advertisers are willing to invest higher percentages of their budgets into campaigns targeting users on those platforms.
However, all the traditional theories & knowledge on how consumers react to ads & hence the effectiveness of ads is out of the window.
Psychster Inc.& Allrecipes undertook a study to determine which kinds of ads are most effective and whether the platforms advertisements appear on make a difference.
Download the PDF from here.