optimising online revenue

Like it? New survey probes online advertising and social media

October 2012


preferred advertising mediaSo now we know - as if we didn't have a hunch already - that according to 1000 everyday consumers the kind of ads that work best for them are those that 'tell a unique story' (73% of those interviewed) and that 'a video is worth 1000 words' (67%).

Time, perhaps, to revise the use of that text-only advertising.

But in other respects a survey commissioned by software giant Adobe in partnership with Edelmen Berland makes for slightly more surprising reading, especially where online advertising is concerned.

The bottom line? Web users really don't seem to like online ads at all, finding them overwhelmingly 'annoying' or 'distracting' (68% and 51% of respondents, respectively) with a significant percentage also considering them 'invasive' (38%) or even 'creepy' (16%).

At least such results seem to confirm one thing: that despite constant predictions of ad-blindness, web banners continue to be noticed.

Given most users' predilection for story-telling and moving image, it's hardly surprising, either, that TV is perceived as a far more effective medium than online among 66% of respondents.

But hang on: TV/newspapers are also considered a 'best source' for marketing and advertising, while 'favorite print magazines' are the 'preferred' channel on which to view ads.

So far, somewhat confusing regarding the moving versus static image debate.


Social media as marketing vehicle

In terms of the generally maligned online arena, however, the survey does support the ever-growing prominence of social media as a key marketing tool, and although such findings are hardly a revelation, it's nice to see figures regarding this potential.

To take one example, a surprisingly high 57% of consumers have 'liked' a brand or product, while significant numbers would also be tempted to 'check out the product', 'visit the product's website' or its own social media page on the strength of such endorsement.

All of which, ultimately, simply supports the age-old truism that word-of-mouth is the most powerful advertising 'medium' out there.

Full results of the research (which also includes separate feedback from marketing industry folk) can be found here.

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