Study: Some Skepticism About Online Ads, Video Content Important

by , Oct 24, 2012, 12:01 PM
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Imagine having a dislike button similar to a like button on Facebook. An Adobe survey released Wednesday suggests that more than half of respondents use social media and have "liked" content on behalf of their favorite brands.

They also wish they had a dislike button to express another view. About 53% of consumers versus 54% of marketers want a dislike button.

The Adobe study -- "Click Here: The State of Online Advertising" -- conducted in the U.S. by Edelman Berland in October analyzes insights into the beliefs of consumers and marketers related to advertising.

The study finds that 73% of consumers believe ads should tell a unique story, rather than try to sell a product or service. Video content has become very important. About 67% believe "video is worth 1,000 words." The findings suggest that 67% of consumers believe product reviews written by their peers are the best source of truth, and in-store experiences trump online experiences. 

Some 66% still believe TV commercials are more effective than online ads.

Print magazines and favorite TV shows are the two most preferred places to view ads. Some 68% of consumers find online ads annoying. About 54% of consumers said Web banner ads do not work, compared with 33% of marketers.

Also, 30% of consumers said online advertising is not effective, compared with 16% of marketers. While both agree that "professionally" produced advertising is the most effective, user-generated content creates just as much appeal.

Perhaps that's why consumers do not have a favorable view of marketers and advertisers. The least valuable profession to society in the eyes and minds of consumers: advertising and marketers at 13%. Actors and dancers came in at 13%, followed by PR professionals at 11%.

When asked to name the profession that provides the most value to society, 91% of marketers named teachers vs. 92% of consumers. Scientists came in at No. 2; marketers, 91%; consumers, 88%. Programmers and engineers took No. 3 with 72% and 68%, respectively. Social workers took No. 4 with 65% and 61, respectively.

2 comments on "Study: Some Skepticism About Online Ads, Video Content Important".

  1. Samson Adepoju from MediaMind
    commented on: October 25, 2012 at 11:17 a.m.
    Very interesting Laurie. Wonder how consumers feel about tablet (iPad) magazine ads since they still love print magazine ads. The iPad magazine ads I've seen are pretty slick. Gives a print ad that extra pop and interactivity, although one can't smell that new cologne being advertised like you can in a print magazine.
  2. Doug Garnett from Atomic Direct
    commented on: October 25, 2012 at 1:01 p.m.
    Lots of contradictory ideas here. They don't want ads...they want content. Yet, "Some 66% still believe TV commercials are more effective than online ads."? In other words, don't think I'd trust this survey very far. These contradictions suggest poor word and strategic design choices in the research.

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