PRINTER newsSeptember 2009
Print in the Mix
Internet Ads Up, But Consumers Peeved
According to a study by Harris Interactive, Internet advertising efforts are on the rise, yet the majority of U.S. consumers surveyed say they are frustrated by the most common types of Internet ads—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 said to be the most frustrating.
The Harris survey finds that 92 percent of advertisers are employing Internet ads in their marketing campaigns, followed closely by print advertising (88 percent). Less than half say they typically incorporate radio advertising (46 percent), TV advertising (46 percent) and digital advertising, such as cell phone ads (39 percent).
Type of Media Advertising Used
"Do you typically incorporate the following types of advertising in your media campaign(s)?"
Percentages: Total (By region: East / Midwest / South / West )
Internet advertising — 92 (90 / 90 / 94 / 91)
Print advertising — 88 (83 / 92 / 91 / 86)
Radio advertising — 46 (41 / 46 / 57 / 39)
Television advertising — 46 (44 / 43 / 56 / 39)
Digital advertising (e.g., through cell phones) — 39 (43 / 36 / 41 / 35)
Note: Multiple responses accepted
Among those advertisers that 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 percent) say they are incorporating it more often, while 69 percent of those who use digital advertising are incorporating that more often when compared to a year ago. For those using print advertising, half (49 percent) are using it less often relative to a year ago, while 41 percent are using it the same amount.
Among those who use Internet advertising, just 14 percent say they only use it as a standalone digital campaign, while more than half (54 percent) say they use it as part of an integrated campaign with other media. One-third (33 percent) use Internet advertising in both types of campaigns equally.
According to Harris Interactive, "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."
To read this Print in the Mix Fast Fact and additional print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
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