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Online advertising fails to enage consumers

Digital advertsing is not meeting the needs of consumers according to a new research report undertaken in the US.

Adobe in partnership with Edelmen Berland, a global market research firm surveyed a nationally representative sample of 1,000 consumers and 250 professional marketers.

Interviewing took place from October 8 - 16, 2012 and will be fielded in the UK, Japan and China in the future.

Here's a summary of the key findings:

  • Print and TV are more effective than online advertising
  • Majority of respondents use social media; over half have liked on behalf of their favourite brands, but also wish there was a dislike button for social media (Facebook?)
  • 68% of consumers find online ads "annoying", "distracting" and "all over the place"
  • 54% of consumers say online banner ads don't work
  • "Likes" get attention and encourage consumers to "check-out" a product, but don't translate into sales
  • 44% of consumers feel advertising works better on women than men
  • Consumers (and marketing professionals) agree that marketing is valued, strategic to business and paramount to driving sales
  • Professional advertising is the most effective form of advertising
  • Advertising/Marketing professionals considered in the bottom of professions - along with actors and dancers
  • Most marketing is a bunch of BS, 53% agree

Which all goes to prove that just when you thought you had it all figured out, along comes something that turns everything upside down - again.

To download a copy of the report click:



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Comment by charles bayer on November 1, 2012 at 2:41pm

Hi Doug, thanks for the comment. I agree with you about the sample size however I've always thought that some research is better than none. The problem with working in marketing/advertising is that we, as a profession very rarely visit the coalface, so some of our opinions are, very inward looking. I'll be interested to see the results when they field the questions in the UK, Japan and China. Cheers Charles.

Comment by Doug Davis on November 1, 2012 at 8:42am

The study may be relative to advertising as a whole but I would still question the sample size.  Is it creditable for dealerships?  I don't think that it is at all.

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