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Advertising Overload Can Be Digital Suicide

14 Mar 2012

The findings on a range of digital advertising issues in the 2012 Digital Advertising Attitudes Report, polling adults aged 18+, show that 27 per cent of British, and 20 per cent of American consumers online would stop using a product or service, such as the social networking site, if they were subjected to too much advertising. This, as 66 per cent each of British and American online consumers already claim they feel subjected to excessive digital advertising and promotions.

The 2012 Digital Advertising Attitudes Report reveals that while 20 per cent of US consumers would stop using a company's products or services entirely as a result of receiving too many advertising messages, 28 per cent would be less likely to respond positively to that company in the future. Furthermore 14 per cent of US 18-24 year olds would publicly complain about that company to their friends on Twitter or Facebook.

However, says the report, consumers are not generally dismissive of digital marketing and advertising but understand that it can be useful. 69 per cent of US adults are happy in principle, to receive marketing and advertising on their PC, mobile, tablet or MP3 player.

However, to make the US user more likely to respond positively to the marketing, the advertising must be:

• Tailored to the consumer's personal interests (26 per cent)
• Contextually relevant to what they are doing (21 per cent)
• Specific to their location (19 per cent)

As a general rule:

• 55 per cent of US consumers do not wish to be targeted more than once a month
• 33 per cent of 18-24 year olds are most amenable to being targeted as frequently as once a week or more

Marco Veremis, President of Upstream "... companies need to put effectiveness first, reducing the frequency with which they speak to consumers, delivering only high quality, relevant and timely messages... not heeding this stark consumer warning is likely to have the opposite effect intended... "

As speculation mounts, says the report, over Facebook's imminent first steps into the world of mobile marketing such as inserting "featured stories" into people's mobile feeds, the 2012 Digital Advertising Attitudes Report warns that consumer openness to advertising is lowest on mobile phones versus any other device such as PC, laptop or tablet.

64 per cent of Brits and 67 per cent of Americans would find it most unacceptable to receive unwanted advertising on their mobile phone/smartphone over other electronic devices. There is a further warning that mobile display advertising is not the way to go. 11 per cent of Brits and 15 per cent of Americans who have surfed the internet on their mobile phone have ever clicked on a mobile banner ad, and only one in every 100 Brits who surf on their mobiles and 1 in 50 Americans click on banner ads frequently. The vast majority of those who surf the internet on their mobiles (79 per cent in the UK and 72 per cent in the US) find banner advertisements on their mobiles or smartphones irritating.

Veremis concludes that " will always be a deeply personal medium and to avoid a backlash... advertising must be personal, intimate and targeted... focus(ing) on using short, text-based ad formats instead of intrusive graphical banners..."

Source: Mediapost

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