Consumer response to ads, which segment has more of an impact
Posted by Manuela Barreto @ August 19th, 2008 in Marketing Analysis
I just ran across an interesting marketing analysis, dubbed ‘Responsiveness to Ads Across Media,’ from MediaMark Research and Intelligence, which basically plots out the media in which Americans prefer to receive advertising from.
I guess we can all agree it is quite a quest to deliver the right message to the right audience at the right time. It’s officially the biggest challenge for all advertisers.
The segments that came relevant to this study include:
Ads on emerging media vehicles- ads delivered using new media channels (ie: mobile)
Ads on the road- billboards, outdoor advertising, etc.
Ads in mass media- ads that have the highest reach, vehicles include magazines, TV, Internet.
Ads on paper- ads delivered through print.
Ads at events- product placement ads at shows, events, sports or through TV programs.
Ads averse- or plainly ‘ad blinded’.
I’d like to highlight the 9% of US citizens pertaining to the ‘Ads on Emerging Media Vehicles’ segment. This is a reflection of the individuals who have been hit with the new ways of the Internet and advancements that enable users to access the online world from devices other than a personal computer.
Traditional advertising seems to be preferred by 17% of US adults, while 13% get driven by product placement in public environments or over TV shows.
A high percentage of US adults, however, seem to just ‘tune out’ the advertising.
The chart above also shows you which statement, 9% of US adults who fall under the ‘Ads on Emerging Media Vehicles’ category, mostly agree on.
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