How People Engage With Ads On Facebook

Several studies were recently unveiled about the ways people engage with advertising on the king of social networks, Facebook. Here is an overview of one of them, heatmaps included.

A recent study shows that advertising on the Facebook platform works. People read the page updates and are likely to notice the targeted ads as well. This means that if you run a business, you can benefit from having a Facebook page where you can send out updates to your customers and create dialogue.

The study was conducted by the National College of Ireland on behalf of Mulley Communications. 40 people from Ireland participated in the test that used eye-tracking to document their online behaviour when using Facebook.

Some key results regarding user engagement with Facebook ads

  • The top three uses of Facebook were: 1. to interact with friends, 2. chat with friends, and 3. look at news feeds.
  • Users like an average number of 28 pages. Younger users tend to like more pages.
  • People have usually liked a page that was recommended to them by their friends.
  • Users pay more attention to page updates in the news feed rather than adverts on the right-hand side.
  • 71% of the users looked at ads on their profile page but only 31% of users looked at ads on their news feed.

Check out the YouTube video below including a heatmap that clearly shows where people look at on Facebook:

The study report contains further data on the concrete results about what activities people do on Facebook, doing status updates, using pages, groups, events and games, sharing video and also contains some suggestions for improvement of the platform.

You can download the full study here (PDF).

Join us on June 10th in Antwerp, Belgium, for the Content Marketing Conference Europe. With confirmed speakers such as Jay Baer, Lee Odden, Mike Corak, Doug Kessler, Kelly Hungerford, Dado Van Peteghem, Tristan Lavender, Guido Everaert, Tom De Baere and Xaviera Ringeling (more to be announced), we'll take you across a learning experience leading to tangible insights and actionable inspiration, moderated by media expert Jo Caudron!


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  • http://twitter.com/smarketingforum/status/16086656624889856 SocialMarketingForum

    How People Engage With Ads On Facebook by @mindjumpers http://bit.ly/hY1rpa

  • http://twitter.com/erwinjansen/status/16087379626434561 erwinjansen

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    How People Engage With Ads On Facebook by @mindjumpers http://bit.ly/hY1rpa

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  • http://twitter.com/titaninteractif/status/16152324724498432 Samuel Parent

    RT @tomtsinas: 71% of Facebook users looked @ ads on their profile page & only 31% looked @ ads in news feed | http://bit.ly/FB-Stats

  • http://twitter.com/maotoday/status/16154509537443841 mao

    New mao posting, How People Engage With Ads On Facebook – http://tinyurl.com/39j9evz

  • http://twitter.com/conversionation/status/16167110518513664 J-P De Clerck

    How People Engage With Ads On Facebook http://bit.ly/hY1rpa – by @mindjumpers

  • http://twitter.com/daalmans/status/16168211619774464 Michiel Daalmans

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  • http://twitter.com/avinio/status/16177316338073600 Avi Joseph

    How People Engage With Ads On Facebook http://bit.ly/hY1rpa – by @mindjumpers /Via @conversionation

  • http://twitter.com/avinio/status/16177316338073600 Avi Joseph

    How People Engage With Ads On Facebook http://bit.ly/hY1rpa – by @mindjumpers /Via @conversionation

  • http://twitter.com/socialmedia_jpn/status/16182216186929153 Social Media Lab

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  • http://twitter.com/pidginizing/status/16199609332269056 John Carter

    RT @Avinio: How People Engage With Ads On Facebook http://bit.ly/hY1rpa – by @mindjumpers /Via @conversionation

  • http://twitter.com/pidginizing/status/16199609332269056 John Carter

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  • http://twitter.com/jaimejaramillor/status/16332541267017728 Jaime Jaramillo R

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  • http://twitter.com/copestoneteam/status/16817620334419968 Team At Copestone

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  • http://twitter.com/bbb_charlotte/status/16855148735238145 Janet C. Hart, APR

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  • http://twitter.com/gregghoulden/status/16869167768535040 Houlden Gregg

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  • matt heindl
  • http://twitter.com/steveology/status/20563534987395072 Steve Farnsworth

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  • http://twitter.com/lady_yoshi/status/20688728255102977 Jessica Gueco
  • http://twitter.com/jeremyvictor/status/20713226756956161 Jeremy Victor

    How People Engage With Ads On Facebook via @smarketingforum http://ow.ly/3wscg

  • http://twitter.com/b2bbloggers/status/20713225108594688 b2bbloggers

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  • http://twitter.com/steveology/status/22352845923684352 Steve Farnsworth

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  • http://twitter.com/socalfarmers/status/22354840264900608 John Bruner

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  • http://twitter.com/marketreading/status/22356048354484225 Kathy Reading

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  • http://twitter.com/heidirodriguez_/status/22359458231361536 Heidi Rodriguez

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  • http://twitter.com/mrsorn/status/22540613484290049 Savisith Phuawong

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