Facebook  Twitter  LinkedIn  

Visit min's sister site:
BREAKING NEWS & VIEWS

Print and TV Ads Still Preferred by Consumers


Friday, August 20, 2010
Steve Smith

Comment Print Email Article Database Share on Delicious Del.icio.us Digg Digg RSS  Share on LinkedIn Click to share this post on Twitter Reprints
Online advertising may be more direct and targetable than offline media, but users generally find advertising on the Web more irritating.

According to a survey by Zussi Research for the ad:tech London show, 69% of people felt that traditional forms of advertising on TV and print were relevant to them. Online advertising? Not so much. Only 45% felt that the ads they see on Web pages is relevant to them. Zussi finds that the gap between attitudes about online and offline media are more pronounced for younger, highly valued ad targets. Among the coveted 24-to-34-year-old segment, 81% find traditional ads relevant compared to only 54% for online.

The results suggest that online advertising has a distance to travel before reaching the creative sophistication many consumers already recognize in TV and print. Respondents told Zussi that online ads were more intrusive, annoying, distracting and irrelevant than other ads.

Part of the problem may be that despite experimentation with formats and creative, most marketers remain uncertain themselves about what they are doing in digital. In a separate survey of marketers and brand advertisers who attended last year’s ad:Tech London event, only 23% regarded themselves as digital marketing experts.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com


Take min's fun quiz and find out how magazine-savvy you are!

And raise your digital IQ at the annual Min Digital Summit.

A day specially designed to help you master the changing world of digital media. June 5, 2012 at the Marriott Marquis, NY. Please join us at min's Digital Media Summit June 5, 2012.

This all day event is specially designed to help you master the changing world of digital media.
Read more. 

COMMENTS

min's Digital Media Summit

Countdown to the Summit:


  • Luncheon Keynote: Josh Quittner
Did you consider how your site looks and works on a tablet? Learn from AOl’s Josh Klenert, Martha Stewart’s Gael Towey and Hearst Magazine’s Grant Whitmore.

Keynoter:
Erin Matts
Glam Media		 Keynoter:
Josh Quittner
Flipboard


  Join us at the Summit June 5, 2012

Search Jobs
Media Jobs

App Central

min's App Central (for min subscribers only): Stay on top of mobile app developments with exclusive app reviews, analysis and data.

Please enter the following information to have a link to The Skinny emailed to your iPhone:

White Papers
Get even smarter -- download a white paper today. 


... view Whitepapers
min Contests

min contests
Want to sponsor a min contest?

min Press

min's Mobile App Report

 View Details
                           

min Presents: The Most Intriguing & Top-Selling Magazine Covers 2007-2010Intriguing & Top-Selling Magazine Covers

 View Details
                          


Inside min This Week
Events Calendar

min's Integrated Marketing Awards
Entry Deadline June 7
Enter Today!

min's Digital Media Summit
June 5, 2012 at the Marriott Marquis, NY
Register Now

Sales Executive of the Year
June 27, 2012 at the Marriott Marquis
 Purchase your tickets!



All Events




min
Free Eletters — Sign up Now
HOME | PUBLICATIONS | AWARDS+EVENTS | WEBINARS | E-LETTERS | BOXSCORES | MEDIA JOBS | FREELANCE JOBS | ADVERTISE | SERVICES | SITEMAP | CONTACT US
Copyright © 2012 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions.