Advertisers Media Use: Internet Ads On the Rise But They Peeve Consumers
Digital/Online
July 22, 2009 -- According to a study by Harris Interactive, Internet advertising efforts are on the rise, yet the majority of US consumers surveyed say they are frustrated by the most common types– pop-up ads, ads that automatically open when moused over, and hard-to-close ads. Ads that spread across the page, covering the content are the most frustrating said respondents.
Source: Harris Interactive
Source: Harris Interactive
Among those advertisers who are using each of these types of media, there is a difference in the level of their usage since last year. Three-quarters of those who use Internet advertising (74%) say they are incorporating it more often while 69% of those who use digital advertising are incorporating that more often when compared to a year ago. Just under half (48%) of those who use television advertising are using it the same amount as last year, but 38% are using television less. Those who use radio advertising are split, 46% are using it the same amount while 43% are using it less often. The largest drop is with print advertising as half (49%) of those who use it are using it less often relative to a year ago while 41% are using it the same amount.
Source: Harris Interactive
Among those who use Internet advertising, just 14% say they only use it as a stand-alone digital campaign, while more than half (54%) say they use it in an integrated campaign with other media. One-third (33%) use internet advertising in both types of campaign equally.
According to Harris, “Although the trend among advertisers is clearly towards the Internet, advertisers have to walk a fine line. At least three in five consumers are very frustrated with six of the main Internet advertising characteristics, and there is the potential to see a backlash forming. To be successful, those that advertise on the Internet will need to come up with more engaging ways to connect with consumers.”
About: The LinkedIn Research Network/Harris Poll was conducted online in June 2009. Those surveyed: 2,025 US adults (weighted) and 1,015 advertisers. Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. For the advertisers, figures for company size and type were weighted where necessary. The advertiser respondents for this survey were selected from LinkedIn’s members who have agreed to participate in survey research.
Sources: Marketing VOX, Most Users Peeved by Internet Ads, July 23, 2009 and Harris Interactive news release, Compared to Last Year, Advertisers Rely Less on Print Ads and More on Internet and Digital, July 22, 2009.
