According to data provided by AdNectar, branded virtual goods receive ten times the interaction level of their non-branded counterparts. That number references the percentage of people that click on or send a gift after seeing it. The strong results have driven numerous corporations to launch branded gift campaigns across numerous social platforms. AdNectar has now run campaigns for Fisher Price, Godiva, Gilette, Procter & Gamble, Trident Gum, and Malibu, just to name a few.
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AdNectar is one of the most interesting advertising companies that currently service the Facebook platform as well as other social platforms. What makes them unique is their laser focus on virtual gifts. When I first met them in person earlier this year, they were one of the presenting companies at a conference in New York and I had a chance to learn more about what their company offers. AdNectar is in an interesting position in that they are competing directly with companies like Facebook who currently offer branded gift campaigns outside of the platform.
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With the boom in social gaming on Facebook, one doesn’t have to look to far to see what revenue sources currently exist for virtual economies. Facebook is rapidly becoming a center of the virtual economy which is why we are seeing the rise of companies built around virtual transactions. Today, AdNectar released a white paper which discusses the state of branded gifting within social media.

Facebook has been selling virtual gifts for a while now but even Facebook is finding it to be a challenging pitch to large brands as it’s a non-traditional advertising model and companies don’t know how to account for virtual gift campaigns. Despite the uphill battle, Facebook is still launching a number of branding gifting campaigns including a current one for the Watchmen movie which just came out.
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