Click Here: The State of Online Advertising, a survey released by Adobe, gives insights into the beliefs of both consumers and professional marketers that traditional marketing is still more effective than online marketing.
The US based research is based on interviews with a nationally representative sample of 1,000 consumers and 250 professional marketers.
The study revealed that respondents prefer to view advertising in their favourite print magazine (45%) or while watching their favourite TV show (23%) compared to the miserly 3% who said they prefer to view ads via social media and 0% who like ads in an app.
Further, it showed two-thirds of consumers believe that television commercials are more effective than online advertising and that online banner ads do not work (54%).
Attitudes toward online advertising were overwhelmingly negative, with a large percentage of consumers saying they found online ads to be “annoying,” “distracting” and “all over the place.”
It is interesting that the study showed that social media “likes” get attention, with 29% of consumers commenting that “likes” encourage them to “check out” a product. However only 2% say it drives them to makes a purchase.
The other point that bodes well for design studios is that advertising created by professionals is seen by consumers as the most effective form of advertising over consumer/user generated content, email marketing and social media endorsements.
A recent piece by Jacob Nielsen, the web guru's guru added weight to the idea that web advertising does not work:
Web advertising should be valued in terms of the value of the business it creates from the new users it attracts to your site. This value is usually very small, which is why Web advertising works poorly and (while not completely useless) will be one of the smallest contributors to the future of the Web. Simple click-through is usually in the 1% range, meaning that 99% of the people seeing an ad don't even bother clicking on it. It is amazing how little most Web ads work at attracting clicks: they should recognize that they are one end of a hypertext link and that they have to create expectations as to the value of going to the other end of the link. This is called the rhetoric of departure in hypertext theory.
We are using the research in our client newsletter to further stress that printed communications have more pull than online communications. GB
Download a pdf copy of the research.
Download a pdf infographic.