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Advertisers, Consumers Disagree About Ads, Media, Twitter

August 26, 2009
  |  4,809 views

Consumers and advertisers largely disagree about the effectiveness of many types of ads (pdf), as well as in their assessments of Internet advertising (pdf) and Twitter (pdf), despite some areas of agreement, finds a recent survey by LinkedIn Research Network/Harris Poll.

With consumers' wallets shrinking and ad budgets tight, advertisers might want to readjust their strategies to bridge those gaps, the findings suggest.

Below, additional findings from the LinkedIn/Harris Poll survey.

Ad Types: Divergent Views

Although some agreement exists between advertisers and consumers when judging different ad types, disagreement is the rule:


Highlights:

  • More than half of advertisers say ads that make people stop and think and ads that give people new information are very effective. Only three in 10 consumers say the same.
  • Approximately one-quarter of advertisers say ads that are integrated into the feel of the program are very effective, yet just 7% of consumers say so.
  • Regarding ads that show before/after, 24% of advertisers say they are very effective while only 13% of consumers agree.

How Advertisers Use Online Advertising


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  • by William Stentz Fri Aug 28, 2009 via web

    Interesting - on down side it appears that we, as advertisers and marketers, have a long way to go in determining the most effective channels for message delivery. On the upside, there are messages to which the customers will still be paying attention. And perhaps the major problem in interactive advertising is that we are trying so hard to create ads that gain attention we have intruded upon the customer experience. But what I don't see discussed here is search advertising. Perhaps it's my own industry myopic view, but I feel that search advertising is much more effective than banner advertising ever will be at driving real customer action. Especially at the retail level.

  • by Josue Mon Aug 31, 2009 via web

    It seems that what the customer still wants is for advertisers to feel their pain and then offer a solution at a reasonable price. Pretty much comes down to how its always been and that is What's In It For Me!

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