POST SUMMARY: Fully 92% of Americans ignore at least one type of ad, including: Online – 82% Television – 37% Radio – 36% Newspaper – 35%. The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads.
Writing for Time.com, Chartbeat CEO Tony Haile says that while 71 percent of surfers will stick with a “real” article for more than 15 seconds, that number drops to 24 percent for native ad stuff. “What this suggests is that brands are paying for — and publishers are driving traffic to — content that does not capture the attention of its visitors or achieve the goals of its creators,” Haile says.
According to Denise Lee Yohn advertising is no longer a reliable method for raising brand awareness and attracting brand prospects. For every successful advertising campaign, there are at least five that have failed. Is she right?
According to Ipsos the number one way to create awareness around new brands and products is with TV ads followed closely with friends and family and the Internet. However Deloitte reports that one-quarter of consumers multitask while watching TV. My guess is that number is a lot higher when it comes to watching TV while commercials are on plus consumers have the last channel button on their remotes allowing them to watch something else while commercials air.
Marketers are sharpening their focus in 2014. They are building smarter, more effective strategies and teams that will drive the best possible results driven by the need to show that marketing can drive business objectives. According to a study from Conversant personalization is driving marketing, but is that true for all products?
A survey of audience respondents, performed exclusively for Bloomberg Businessweek by marketing-research firm Db5, suggests consumers remembered less than 10 percent of Sunday’s Super Bowl commercials.
So let me ask you a question; Did any of the Super Bowl spots make you want to consider or to become a customer of the brands advertised ? Probably not, but once again we’re talking about Super Bowl commercial winners and losers when the real winners are the ones that actually add to the brands’ bottom line.