Targeted approach of social web visitors
There is a huge benefit to running ads on the social web: users are revealing information about their preferences, priorities, location, habits, etc. This allows for the most precise targeting in the advertising landscape.
The cost is usually lower compared to other communication channels. The ads are performance based (pay per click) and offer maximum flexibility and wide range real time control options. Campaigns can be optimized and scaled-up or down while they are running.
These ads are not sterile and impersonal. There are ads that show if any of your contacts have already interacted with the brand or particular campaign leading to significantly increased click rates.
Social ads are not limited to the online environment but also work very well on mobile devices. Other advertising formats are still struggling with this landscape. Well designed social ads are just another yummy bite on the go for the target audience.