Advertising

Response to online ads is often not a click

onlineadsurveyFrom the choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING comes this great take away :  response to ads is often not a click,  56% of online response to ads is made through search or browsing, while only 44% of consumers respond to ads by clicking on the ad. These non-click responses can lag days behind the ad impression and retargeting ads are not always on target as only 2% of respondents had made a purchase because of retargeting ads. On the other hand, 44% of consumers were negatively affected by high frequency retargeting ads.  Continue reading »

How brands killed social media marketing

large_8560618867 Mike Proulx at Ad Age says “social media marketing is now advertising. It’s largely a media planning and buying exercise — emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s the opposite of connecting or listening — it’s once again broadcasting.”  He couldn’t be more right and we have brands and agencies to thank for the this demise. Continue reading »

Adblocking software increasing dramatically

screenshot_244In Q2 2014 there were approximately 144 million monthly active adblock users globally (4.9% of all internet users); a number which has increased 69% over the previous 12 months. You would think that consumers don’t want to see ads as they surf the Web.

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Women make a majority of brand purchase decisions

consumer-behavior-research-case-studyWhen it comes to the dynamics of the marketplace women have changed the game. Forty‐ two percent of women agree, “I regularly influence friends and family to buy or not buy a particular product or service,” – up significantly from September 2008.  In addition, 54% agree “I feel it is my responsibility to help friends and family make smart purchase decisions.” Women today are consumers, broadcasters, and amplifiers of ideas in the marketplace; expect these recommendation and word‐ of‐mouth dynamics to continue intensifying. Continue reading »

The ad industry is woefully out of touch

713644918_reality_check_xlargeConsumers are downloading Ad Block software in droves and more and more TV viewers are time shifting rather than sit through commercials yet the ad industry, with trade magazines like Adweek and Ad Age, still talk about the most buzzworthy spots as if that buzz is going to translate into sales. Continue reading »

Advertisers pat themselves on the back for Super Bowl ads

Ways-Small-Business-Owners-Waste-MoneyIs it any wonder that most executives feel that marketers are disconnected from accountability?  All you have to do is read the posts on social media from the ad industry megaphones like Ad Age and Adweek to see how the industry is patting themselves on the back for ads that ran during the Superbowl while not talking about the objective of advertising to actually sell the product. Continue reading »

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