The most recent Harris Interactive / LinkedIn poll, has revealed that whilst consumer and advertiser opinion is split regarding just how effective different types of adverts are, advertisers and their audiences do tend to agree on what types of ad are most and least persuasive.
The poll contrasts consumer perceptions of advertising against the views of advertisers – (the client companies themselves and their marketing, advertising and media agencies).
It will come as no surprise that the vast majority of advertisers are confident about their ads, with typically 8 or 9 out of ten believing in the effectiveness of their work.
However, when asked what types of ads they felt they were likely to remember, consider the product or buy the brand, consumers were significantly more reluctant to suggest that they were likely to be swayed by advertising.
Advertisers can be encouraged that while the public tends to be cynical about ad effectiveness, advertisers and their audiences do tend to agree on what types of ad are most effective and least effective. From a range of ten types of ad, those which are funny / entertaining are ranked the most effective by the public and came second by advertisers.
Ads which make people stop and think are ranked first by advertisers and fourth by the public. Ads which give new information are ranked joint second by the public and joint third by advertisers. ‘Old fashioned’ benefit illustration advertising, showing how the product works or how it will benefit the consumer, is less in favour with advertisers (ranked fifth) but still much appreciated by consumers who rank them joint second.
However, male and female attitudes towards this differ, with women more likely to agree strongly on their effectiveness (15%) than men (9%). For many products and purchases this type of advertising clearly has an important role still to play.
The ads regarded as least effective by consumers and advertisers are ads about serious topics (ranked ninth by the public and tenth by advertisers), though clearly subjects which require a serious tone do have their place, and ads which reinforce message I already knew (ranked seventh by the public and ninth by advertisers).
The latter corresponds with another finding in the research which shows consumers regard TV as the medium in which they are most likely to see ads which are repeated too many times (63% selecting TV over radio 22%, online 8% and print 7%).
Among the advertising audience, agencies and their clients tend to agree on which styles of ad are very effective.
Agencies however, are much more confident than their clients of the effectiveness of advertising which fits in with the tone, feel or mood of the programme in which they are placed, of ads in a programme that the audience specially make time to watch and for ads which are new and have not been seen before. This is perhaps understandable – the industry thrives on generating new campaigns.
Andrew Freeman, Senior Media Consultant at Harris Interactive commented, “There is clearly a belief in the higher value premiums placed on targeted and bespoke advertising creative, which has been at the centre of media owner sales arguments for years. It seems that what agencies need from media owners now is help in persuading the budget holding clients of this value.”
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