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Consumers, Marketers Disagree On Effective Ads

Consumers, Marketers Disagree On Effective Ads

Internet users think TV ads are more effective than online placements

Even while marketers have taken strongly to digital advertising, they haven’t abandoned traditional media by any means—TV still takes the largest share of ad dollars in the US, and its percentage of the total isn’t slipping.

But with the measurability inherent in online ads, confidence in their efficacy is generally high.

In an October Adobe survey of marketers and consumers, US marketers even rated online ads better than TV ads—though just barely, with 51% saying that they were more effective. But consumers appeared stuck in the past, with about two-thirds claiming TV commercials were more effective.

Consumers also appear to like seeing ads in traditional media better than on newer digital devices. Asked about their preferred venue for ads, 45% said they liked seeing them in their favorite print magazine and 23% on their favorite TV show, compared to just 11% who chose favorite websites, 3% who chose social media and 2% who liked to see ads in digital magazines.

Web site: http://www.marketresearchworld.net/content/view/5211/48/