Consumers' And Marketers' Response To Digital And Traditional Advertising

New research from Adobe Systems Incorporated, The State of Online Advertising, exposes new insights into the beliefs of both consumers and professional marketers that traditional marketing is still more effective than online marketing. According to the online survey, print magazines and while watching a favorite TV show are the two most preferred places to look at an ad, as rated by consumers and marketers.

Preferred Places To Look At An Ad (% of Respondents)

Media

Consumers

Marketers

Favorite Print Magazine

45%

55%

Favorite TV Show

23%

21%

Favorite Website

11%

3%

Billboard

10%

4%

Window Display

6%

2%

Social Media

3%

2%

Favorite Digital Magazine

2%

3%

Apps

0%

1%

Source: Adobe Study, October 2012 (Q: Where do you prefer to look at an ad?)

 Respondents were presented with 17 statements about marketing and advertisements and asked with which they agree. Two-thirds agreed that a video is worth 1,000 words and that user product reviews are the best source of truth.

Key Findings in Bold:

68% of consumers find online ads “annoying” and “distracting”

Attitude About Online Advertising (% of Respondents)

Attitude

Consumers

Marketers

Annoying

68%

47%

Distracting

51%

44%

All Over the Place

46%

50%

Invasive

38%

36%

Creepy

16%

11%

Eye-Catching

14%

21%

Clever

10%

22%

Persuasive

7%

10%

Evil

l6%

3%

Source: Adobe Study, October 2012 (Which of the following adjectives would you use to describe online advertising?)

“Like” encourages consumers to “check out” a product, but doesn’t translate to sales

Action on Seeing “Like” From a Friend

Action

% of Respondents

None

35%

Check out the product

29%

I do not visit social networking sites

20%

Visit the product's website

14%

Visit the product's social media page

11%

Like' the product

5%

'Comment' on the product

4%

Hide that person from your social media newsfeed

2%

Recommend the product to others

2%

Purchase the product

2%

De-friend that person on social media

1%

Source: Adobe Study, October 2012 (Which of the following would you do if you saw your friend like a product on social media or social networking site?)

Consumers and marketing professionals agree that marketing is valued, strategic to business and paramount to driving sales

Best for marketing and advertising (% of Respondents)

Media

Consumers

Marketers

Traditional Media: Newspapers / TV Traditional

45%

42%

Family/Friends/Coworkers Traditional

36%

27%

Consumer Forums / Publications Traditional

28%

24%

News Websites Modern / Digital

9%

13%

Company Websites Modern / Digital

22%

23%

Company Social Media Pages Modern / Digital

9%

11%

Industry Publications Traditional

7%

18%

Blogs Modern / Digital

4%

9%

Source: Adobe Study, October 2012 Q40. (Which source is best for marketing and advertising?)

Professional advertising is the most effective form of advertising, 27% of marketers believe that user-generated content is the most popular form of online advertising

Type Of Promotion Most Effective (% of Respondents)

Promotion

Consumers

Marketers

Advertising Created By Professional Marketers

36%

49%

Consumer/User-Generated Content

28%

27%

Social Media Endorsements

7%

7%

Outdoor/out-of-home advertising

6%

3%

Email Marketing

4%

5%

Paid Search Listings

3%

7%

Source: Adobe Study, October 2012 (Which type of promotion is most effective?)

 53% of consumers think most marketing is a bunch of B.S., 53% agree; 44% of consumers feel advertising works better on women than men

Consumers Agree With Following Statements

Statement

% of Respondents

Advertisements should tell a unique story, not just try to sell

73%

A video is worth 1,000 words

67%

User product reviews are the best source of truth

67%

In-Store experiences trump online experiences

67%

Television commercials are more effective than online

66%

People buy what celebrities wear / like

57%

The Super Bowl is the best advertising opportunity of the year

57%

Web Banner advertisements do not work

54%

Most marketing is a bunch of B.S.

53%

Beautiful advertising is more effective

51%

Advertising works better on women than on men

44%

Online advertising isn't effective

30%

No one watches TV commercials anymore

27%

All "likes" are good in social media

22%

Every brand needs a funny viral video

19%

Advertising works better on men than women

12%

Source: Adobe Study, October 2012 (Rate each of the following statements based on whether you agree or disagree)

 N.B. The data points referenced above come from a study commissioned by Adobe, produced by research firm Edelman Berland and conducted as an online survey among a nationally representative sample of 1,000 adults, 18 years or older, and 250 professional marketers in the United States. Interviewing took place from October 8 to 16, 2012. The margin of error is +/-3% for consumers and 6% for marketers, and may be considered as a benchmark for further exploration.

 For additional information and access to the PDF report, please visit Adobe here.

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