- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Study: Digital Advertising Found "Annoying and Invasive"
Posted on June 15th 2013
In a recent country comparison study by Adobe half of the respondents made clear that digital advertising is distracting, invasive and annoying – in the UK less than in Germany and France though. The study which asked 1,750 marketers and 8,750 consumers across the UK, France and Germany, shows that two out of three users find TV campaigns still more important than online ads (US 66%, UK 70% and Germany 67%). Consumers even responded online ads were “annoying” (US 68%, UK and Germany 62%), “invasive” (US 38%, UK 45% and Germany 17%) and “distracting” (US 51%, UK 44% and Germany 31%).
There is still some negative perception of digital advertising that the repondents described in their feedback. However, web ads came in the top three preferred advertising tactics in the UK. In France print magazines (31%), billboards (24%) and TV ads (23%) were the leading three categories. For Germany, print magazines were also the leader with (28%), billboards (23%) and window displays (21%) came in second and third. In the UK 39% favoured print magazines, 23% TV ads, and 12% websites.
Some weeks ago, I have been interviewing Mark Phibbs, VP Marketing EMEA at Adobe on the dmexco hot chair in Cologne. Nice seeing some statements on the study from him:
“Some digital advertising is failing to hit the mark. While digital provides great promise, often it is not being delivered in an emotionally compelling or targeted way.”
The storytelling boom was again also highlighted in this study. Even in the ad world content plays an important role. 68% of UK users responded that ads should tell a unique story which mentioned John Lewis and Guiness as good examples. One of the main ingredients should be the humour factor of the story. Funny is the driver for happiness, and outplaces “sexy” ads (92% thought so).
“We think online advertising can learn from traditional advertising in three ways. Is it beautiful and eye-catching? Is it integrated? Do consumers have control over it? Creative agencies have had decades to get traditional advertising right. It’s not wholly surprising that online and digital isn’t resonating to the same degree – not only is it still relatively in its infancy as an advertising channel, but the digital landscape and the corresponding opportunities for brands are constantly changing,” said Phibbs.
The study also made clear that targeted banner ads based on programmatic buying in Social Media like i.e. in Facebook could be “creepy” (76%). Even more, 49% would like a dislike button in Social Media for it. Again this reminded me on my last dmexco Night Talk moderation in Munich when I could ask Scott Woods, Commercial Director Facebook DACH, how it can come that I get banners for social networks 60+ years old people. Facial recognition (do I look so old)? Bad programming? Bad automation or bidding process? Maybe the people behind? The answer was “Well, technology can only do what it is capable of!” Fair enough… It seems we will have to live with that weakness for some time.