What Works In Social Media Advertising?

Mashable had this interesting article on Social Media Ad Stats

While social media holds great potential for targeted advertising, not all advertising venues and formats are equal.

Here’s the summary:

Surprisingly, the study suggests that banner ads may be the best choice for advertisers that want to push a product. However, for campaigns that want to build engagement, corporate profiles or sponsored content is the better option.

Do you notice that this is the exact opposite of Google’s advertising model which is based on Text Links?

What do you think accounts for the difference?

You can read the entire report for yourself here at Psychster: Comparing User Engagement across Seven Interactive and Social-Media Ad Types.