The use of social networking games has been highlighted as a potential lead generation tool for marketers, as a new report has revealed that women are content to watch ads relating to virtual currency in these spaces.

According to the Q Interactive and Social Media World Forum survey, 97 per cent of women asked admitted to preferring interaction with ads to earn virtual money rather than actually paying for it, Media Post reports.

Furthermore, 67 per cent stated they found the ads useful, as opposed to "a necessary evil to get something for free".

This suggests that online marketing services may profit from harnessing this as a method of communicating with consumers.

However, president at Q Interactive Matt Wise noted that advertisers still consider virtual currency to be a fledgling marketing strategy.

This report corroborates recent findings from the comScore Ad Metrix, which found that digital advertisers are increasingly favouring social networking sites as a way of reaching people, with 13.8 billion ad impressions registered on these pages for August.

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