Click Here: The State of Online Advertising - New insights into the beliefs of consumers and professional marketers ppt

Click Here:
The State of Online Advertising
New insights into the beliefs of consumers and professional marketers
October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Methodology
Research firm Edelman Berland conducted an online survey of 1,250 adults,
18 years or older, including 1,000 general population and 250 Marketing Decision
Makers, each in the U.S.

Interviewing took place from October 8
th
–16
th
, 2012.

The margin of sampling error at the 95% confidence level is as follows:
• U.S. (n=1,000): MOE = ± 3%
• U.S. (n=250): MOE = ± 6%

Additionally, this survey will be fielded in the following countries:
• UK
• Japan
• China

The data set for each country is nationally representative of the population of that country.
2
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Summary of Key Findings
1 Print magazines and while watching a favorite TV show are the two most preferred places to

look at an ad
2 Majority of respondents use social media; over half have liked on behalf of their favorite
brands, but also wish there was a dislike button for social media
3 68% of consumers find online ads “annoying” and “distracting” and 54% say online banner
ads don’t work
4 “Likes” get attention encourage consumers to “check out” a product, but doesn’t translate to
sales
5 44% of consumers feel advertising works better on women than men
6 Consumers and marketing professionals agree that marketing is valued, strategic to business
and paramount to driving sales
7 Professional advertising is the most effective form of advertising, 27% of marketers believe
that user-generated content is the most popular form of online advertising
8 Advertising/Marketing professionals considered in the bottom professions among
consumers – along with actors and dancers; not highly regarded by marketing professionals
either
9 Most marketing is a bunch of B.S., 53% agree
3
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
3%
0%
3%
10%
22%
21%
11%
36%
50%
44%
47%

1%
2%
6%
7%
10%
14%
16%
38%
46%
51%
68%
Other
Never seen an online advertisement
Evil
Persuasive
Clever
Eye-Catching
Creepy
Invasive
All Over the Place
Distracting
Annoying
Consumers Marketers
Majority of consumers and marketers believe television
commercials are more important than online advertising
4
Online Advertising: Effectiveness & Descriptions
Q8. Please rate each of the following statements based on whether you agree or disagree. *All potential responses included in appendix
Q46. Which of the following adjectives would you use to describe online advertising? (select all)
Consumers

66%
Marketers
49%
T.V. Commercials Are More Effective
Than Online Advertising
T.V. More Important Than Online
Online advertising is “annoying,” “distracting” and
“all over the place”
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Print magazines and while watching a favorite TV show
are the two most preferred places to look at an ad
5
Deconstructing Marketing
Q30. Where do you prefer to look at an ad?
Q38 Do you enjoy viewing / reading advertisements?
1%
3%
2%
2%
4%
13%
21%
55%
0%
2%
3%
6%
10%
11%

23%
45%
Apps
Favorite Digital Magazine
Social Media
Window Display
Billboard
Favorite Website
Favorite TV Show
Favorite Print Magazine
Consumers Marketers
Favorite Print Magazines and Favorite TV shows are the two most preferred
31%
OF CONSUMERS ENJOY
READING AND VIEWING
ADVERTISEMENTS
ONLY
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Traditional media is considered to be the best for marketing
and advertising
6
Best for marketing and advertising
Q40. Which source is best for marketing and advertising? (select up to 2)
9%
18%
11%
13%
23%
24%

27%
42%
4%
7%
9%
9%
22%
28%
36%
45%
Blogs
Industry Publications
Company Social Media Pages
News Websites
Company Websites
Consumer Forums / Publications
Family/Friends/Coworkers
Traditional Media: Newspapers / TV
Consumers Marketers
Traditional
Traditional
Traditional
Traditional
Modern / Digital
Modern / Digital
Modern / Digital
Modern / Digital
CONSUMERS
Traditional NET: 88%
Modern / Digital NET: 40%

Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Majority of respondents use social media; over half have liked on behalf of
their favorite brands, but also wish there was a dislike button for social media
7
Social Media – Likes and Dislikes
Q17. Do you use social media?
Q20. Have you ever “liked” something on social media on behalf of a brand or product you enjoy?
Q21. Do you wish there was a dislike button on social media sites?
69%
CONSUMERS USE
SOCIAL MEDIA
83%
MARKETERS USE
SOCIAL MEDIA
66%
35%
57%
43%
Yes
No
Consumers Marketers
Have you ever “liked” something on social media on
behalf of a brand or product you enjoy?
Do you wish there was a dislike button on social media sites?
6%
40%
54%
4%
43%

53%
No, not at all
Don't care
Yes, very much
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Consumers and marketers feel online advertising is effective;
but consumers don’t want banner ads
8
Online Advertising Effectiveness
Q8. Please rate each of the following statements based on whether you agree or disagree.
Marketers 33%
Marketers 16%
Consumers 54%
Consumers 30%
Web Banner Advertisements Do Not Work
Online Advertising Is Not Effective
For Consumers: Online Advertising Is Effective In The Right Taste;
Just Not Web Ads
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
1%
2%
2%
2%
4%
5%
6%
11%
14%

20%
29%
35%
De-friend that person on social media
Purchase the product
Recommend the product to others
Hide that person from your social media newsfeed
'Comment' on the product
Like' the product
Other
Visit the product's social media page
Visit the product's website
I do not visit social networking sites
Check out the product
None
Consumers
While “likes” may ignite product engagement, opportunity still
exists to translate this to purchasing power
9
Which of the following would you do if you saw your friend like a product on
social media or social networking site?
Q25. Which of the following would you do if you saw your friend like a product on social media or a social networking site? (multiple responses)
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Consumers and marketers feel advertising works
better on women than men
10
Deconstructing Marketing
9%
29%

12%
44%
Advertising Works Better On Men Than Women
Advertising Works Better On Women Than Men
Q8. Please rate each of the following statements based on whether you agree or disagree. *All potential responses included in appendix
Q10. To what extent do you think each of the following consumer groups is influenced by advertising? Top Box Very Influenced
13%
32%
11%
28%
Men Very Influenced By Advertising
Women Very Influenced By Advertising
Consumers Marketers
Both men and women feel advertising
works best on children
74%
79%
Men
Women
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
Marketing is strategic, and heavily contributes to sales impact
11
Best for Business
Q13. Is marketing strategic? Q14. Does marketing drive sales? Q15. Does marketing create brands? Q16. Should marketing define future products?
67%
93%
99%
98%
46%

76%
94%
94%
Should marketing define future products?
Does marketing create brands?
Does marketing drive sales?
Is marketing strategic?
Consumers Marketers
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
While professional advertising is the most effective form of
advertising, user-generated content is increasingly appealing
12
Deconstructing Marketing
Q12. Which type of promotion is most effective? (please select one response)
7%
5%
1%
3%
7%
1%
27%
49%
3%
4%
6%
6%
7%
11%
28%

36%
Paid Search Listings
Email Marketing
There are no effective ads
Outdoor/out-of-home advertising
Social Media Endorsements
There are no good ads
Consumer/User-Generated Content
Advertising Created By Professional
Marketers
Consumers Marketers
Rise of User-Generated Content
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
92%
88%
68%
61%
13% 13% 13%
11%
91% 91%
72%
65%
35%
16%
15%
23%
Consumers Marketers
Advertising/Marketing considered bottom four to consumers;
not highly regarded by Marketing Professionals either

13
Professions Valuable to Society
Q1. Which profession provides the most value to society? Top 2 Box – 4,5 (not depicted: Graphic Designer, Artist, Writer, Singer, Politician, Lawyer, Banker, Cleaner,
Chef, Architect
Top 4 Professions Most Valuable to Society Least 4 Valuable Professions to Society
*Consumer emphasis
Click Here Study | October 2012
Teacher Scientist Programmer/
Engineer
Social Worker Advertising/
Marketing
Actor/Actress Dancer PR
Professional
© 2012 Adobe Systems Incorporated. All rights reserved.
12%
19%
22%
27%
30%
44%
46%
51%
53%
54%
57%
57%
66%
67%
67%
67%

73%
Advertising works better on men than women
Every brand needs a funny viral video
All "likes" are good in social media
No one watches TV commercials anymore
Online advertising isn't effective
Advertising works better on women than on men
Online advertising is creepy and stalks you
Beautiful advertising is more effective
Most marketing is a bunch of B.S.
Web Banner advertisements do not work
The Super Bowl is the best advertising opportunity of the year
People buy what celebrities wear / like
Television commercials are more effective than online…
In-Store experiences trump online experiences
User product reviews are the best source of truth
A video is worth 1,000 words
Advertisements should tell a unique story, not just try to sell
Consumers want to be told a story
14
Agreed
Q8 Please rate each of the following statements based on whether you agree or disagree:

Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.
5%
7%
11%
15%
16%

18%
26%
31%
38%
45%
46%
51%
52%
54%
63%
69%
74%
Ads in Apps / Games
Online Ads
Celebrity Gossip
Radio Ads
Billboards
TV Commercials
Print Ads in Magazines / Newspapers
Teacher
Text Messages
Office Staff Meetings
Kids
Parents
Boss
Dentist
Weather Report
Spouse or Significant Other
Posted Speed Limits
Consumers

Consumers pay far less attention to ads than they
do the speed limit
15
Attention
Q43. One a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to each of the following? Top 2 Box 4,5
Click Here Study | October 2012
© 2012 Adobe Systems Incorporated. All rights reserved.