survey results released this week by adobe indicate that old media like television, newspapers and magazines are still where most consumers prefer to see advertisements. surveyed consumers and marketing professionals view advertising in online and social media contexts as an ineffective distraction. is the jig up for online and social advertising and marketing? I think not. I believe the analysis is based on a flawed survey and adobe should ask for a refund.
the results appeared on marketingcharts.com. unlike a lot of the sketchy so-called data driving a lot of the pretty infographs nowadays, this study features a robust sample set of 1000 consumers and 250 marketing hacks..er I mean professionals. but then things start to go off the rails.
the report leads with the revelation that 45% of consumers and 42% of marketers chose television and newspapers as their preferred source for promotion, more than ten points ahead of referrals from friends or family for consumers. ouch. the article goes on to dismissively share that less than a third of respondents admitted to liking advertising (I’m actually impressed the number is that high!), but of that group, the largest single preferred source was print magazines. take that, pinterest. the excerpt I chose from the article is typically gloom and doom:
Online Ads “Annoying” And “Distracting”
Although only 3 in 10 consumers (and just 16% of marketers) believe that online advertising is not effective, consumers don’t appear to have warmed to online ads. When asked to select from a list of adjectives to describe them, “annoying” led the list at 68%, followed by distracting (51%), all over the place (46%), invasive (38%) and creepy (16%). Just 14% described them as eye-catching, 10% as clever and 7% as persuasive. 6% feel online ads are evil.