Consumers very keen to avoid online ads
Maybe this isn't such a revelation in the industry, but its official; as online consumers become more sophisticated it seems that we are extremely interested in avoiding adverts.
With the increasing usage of the Sky + box which allows users to skip the adverts in tv programmes when recording shows, it seems the online commuity is also keen to avoid the sales messages that regularly appear before our eyes.
A recent new media consumption survey from Deloitte, shows that:
This is worrying news for those who rely on online advertising as a method of revenue, but even more worrying for brands trying to drive their messages to the masses. It again begs the question of how effective online advertising is becoming in light of the masses of growth the search marketing sector has received in recent times.
Online advertising can still be effective when targeted to the correct sites. The current UGC discussions continue, but following a targeted and related approach similar to the way UGC works is undoubtadly the way forward for the more conscientious online advertiser.
More details on the survey can be seen here
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Posted 1 Oct 2007
Last edited 8 Oct 2007
Latest revision: 3
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1. At 4 Oct 2007 14:42, Rupert Ashe wrote:
This is a major problem for the global ad industry, which has grown very comfortable on around $650 billion of ad & comms apend per year. The market is in a bit of chaos right now. As all the eyeballs run to the web (from cable and terrestrial TV) the problem gets bigger. Why watch an ad when you don't need to in order to watch/read great content? The online market is awash with new ad-serving formats that are (a) subtle, non-intrusive; (b) permission based or (c) participation-based. Steve is right: it comes down to stimulating the user into wanting to watch or play with an advertising message. Once the ad world gets hold of this basic concept, we should see a return to some state of equilibrium, where the trade-off between free content and watching commercial messages allows good content to be funded. If not . . well The Ivy's profits will tumble and we will all be watching UGC till the end of time!