Online Advertising Tops The Charts
People are relying less on print and more on the internet. The LinkedIn Research Network/Harris Poll are announcing the majority (92%) of advertisers are using internet advertising in their media campaigns followed by print advertising at 88 percent. The Harris poll, at the same time, says less than half are using radio advertising (46%), television advertising (46%) and mobile advertising (39%) and while these statistics hold it’s also a regional difference as advertisers in the South are more likely to use radio advertising (57%) and television advertising (56%) while those in the West are least likely to use both (39% each).
The difference from last years usage of media advertising is quite interesting. Three-quarters of those who use Internet advertising (74%) say they are incorporating it more often while 69 percent of those who use mobile advertising are using it more often compared to a year ago. Unsurprisingly, the largest drop is with print advertising as half (49%) of those who use it are using it less often compared to a year ago while 41 percent are using it the same amount.
Of those who use Internet advertising just 14 percent say they use it in a standalone campaign, while 54 percent say the use it in an integrated campaign with other media and 33 percent use Internet advertising in both types of campaigns equally.
It seems 4 out of 5 advertisers who use Internet advertising use it as a branding device (79%) and 2/3 use it to drive information gathering for an offline transaction (65%). While less than 3 in 5 advertisers (58%) use Internet advertising to drive online transactions while 57 percent say they use it to promote their brand.
Not everyone is happy with online advertising. A lot of people find it very frustrating especially from the viewer’s perspective. Three-quarters of consumers (76%) find Internet ads that automatically pop up very frustrating while two-thirds (66%) say ads that open if they are “moused over” are very frustrating. Also 3 in 5 consumers find both animated ads that automatically start playing and ads that play music and/or have loud soundtracks to be very frustrating (60% for both).
So at least 3 in 5 consumers are very frustrated with six of the main Internet advertising characteristics. I think it’s definitely time to get creative in the ways we show consumer ads online. With these results I think a new revolution of creative advertising campaigns and better targeted advertising would reduce most if not all of these frustrations. I don’t see online advertising getting any smaller anytime soon.
