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:
- 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.
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