OK, I’m a new media person and love digital marketing, but let’s make one thing clear “traditional advertising is not dead”. While more brands are shifting dollars to digital they may be making a huge mistake as consumers just don’t have time to go to every website that strikes their interest.
Worldwide mobile-ad spending will reach $6.4 billion this year and more than $23.6 billion by 2016, according to EMarketer. But most mobile ads are disruptive. So why are so many brands, media agencies and marketers giving so little thought to how mobile ads work and how to engage users ? According to Business Week “Traditional advertising doesn’t translate to mobile devices, and companies are still struggling to come up with effective strategies.”
Funny TV ads appear to be more likable to consumers, but that does not necessarily make them more persuasive or effective, according to [download page] an Ace Metrix study released. Measuring humor against likability, there is a 0.31 correlation, indicating that the more consumers perceive an ad to be funny, the more they find it likeable. There is also a positive correlation with attention (0.30) and watchability (0.15). But, consumers see funny ads as less informative (-0.22 correlation), and are less likely to change (-0.07) or desire (-0.08) brands because of a funny ad. Considering that Edelman released a study saying that consumers demand to be entertained via TV spots this is further proof that every time they try and share research it has little to do with actually driving business.
Via Ted Dhanik; According to Ogilvy’s report, Facebook sources have hinted that organic reach will approach zero in the near future. In addition, one one analysis found that as many as 40 percent of “likes” for one life sciences company were fraudulent. In other words, brands spent years building a fan base they either can’t reach or actually don’t want to reach. But wait, it gets worse; advertisers are paying for less than they believe. Facebook advertisers are detecting 20 percent to 30 percent click fraud on the site using sophisticated forensics. Rather than offshore likers, bots are decimating ad performance on Facebook. It’s no wonder that one company has written a breakup letter to Facebook while many others are ready to unfriend the social network after paying for promoted posts with underwhelming results. Quoting Monty Python from The Holy Grail “Run Away!”
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.