Internet Advertising Catches Up But Frustrates Consumers!

According to the LinkedIn Research Network/Harris Poll of 1,015 advertisers from agencies or corporations who are involved in the advertising decision making process, advertisers are now switching more and more from Print Ads to Internet and digital advertising. Report also reveals that consumers in today’s world find many characteristics of Internet advertising very frustrating.

• 92% advertisers are typically incorporating Internet advertising into their media campaigns
• 88% advertisers say they are incorporating print advertising.
• 46% advertisers say they typically incorporate radio advertising
• 46% advertisers say they typically incorporate television advertising
• 39% advertisers say they incorporate digital advertising, such as through cell phones.

Type of Media Advertising used

Usage of Media Advertising

Internet advertising

• Just 14% advertisers say they only use Internet advertising as a standalone digital campaign
• 54% advertisers say they use it in an integrated campaign with other media
• 33% advertisers use Internet advertising in both types of campaign equally.

Internet advertising is used in a broad number of ways:

• 79% advertisers, i.e., 4 in 5 advertisers who use Internet advertising use it as a branding device.
• 65% advertisers, i.e., two-thirds use it to drive information gathering for an offline transaction.
• Slightly less than 3 in 5 advertisers, i.e., 58% use Internet advertising to drive online transactions
• 57% say they use it to promote community around their brand, through such things as message boards, memberships and fan clubs.

Consumers find Internet advertising FRUSTRATING!

• 4 in 5 consumers, i.e., 80% say they find ads that expand on the page and cover the content very frustrating
• 79% say ads where they can’t find the close or skip button are very frustrating.
• Three-quarters of consumers, i.e., 76% find Internet ads that automatically pop up very frustrating
• Two-thirds, i.e., 66% say ads that open if they are “moused over” are very frustrating.
• 3 in 5 consumer, i.e., 60% find both animated ads that automatically start playing and ads that play music and/or have loud soundtracks to be very frustrating.

Advertisers clearly 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. Internet advertisers will have to invent more engaging ways to connect with the end users.

Share your comments on what you think about these latest trends.