The effectiveness of social media cues in advertisements varies widely by the medium the ad appears in, according to a recent survey from Burst Media.

Among survey respondents who recalled social media prompts in advertising, digital ads (61%) and television ads (59%) were the most effective at driving interaction with a brand’s social platforms such as Facebook, Twitter and Instagram. These were followed by print ads (52%), radio ads (42%) and outdoor ads (39%).

Additional key findings from the report, Expanding the Conversation: Leveraging Social Media for Brand Interaction, include:

• Two-thirds of 18 to 34 year-old respondents—including 74% of 18 to 34 year-old women—said digital ads that feature prompts to social media are effective at inspiring them to take action.

• More than half (54%) of women and 44% of men who interact on social media via cues in advertising cite "to show my support for a brand that I like" as a reason for doing so.

• The gender divide was even wider with the next most-cited reason, which was to access special offers, coupons and/or promotions: 53% of women compared with just over one-third (36%) of men cited this as a motivator.