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In spite of ever-increasing digital ad budgets and declining newspaper revenues, people still think that traditional media outlets trump digital channels for advertising and credibility.

A new Adobe survey shows that global consumers still rely on family and friends (51%) and consumer forums (35%) if they want credible information on products and brands.

Traditional media, such as newspaper and TV, came in third with 28%, while company websites scored just 17% compared to 8% for blogs and just 3% for branded social media pages.

The fact that people trust recommendations from their peers above all else is to be expected as research has consistently shown the value of consumer reviews in ecommerce, however the disparity between traditional media and official company channels may come as a surprise.

The same trend is apparent looking the best source for marketing and advertising, with traditional media considered the most effective channel (47%), followed by family and friends (31%) and consumer forums (25%). Company websites scored just 18% while blogs came last with 8%.

What source is best for marketing and advertising?

TV is still king

Though digital media allows for more effective ad targeting it seems that consumers are still more impressed by the scattergun approach of TV advertising.

When asked which is the best advertising opportunity for companies to reach them 40% of consumers answered TV.

Coupon offers were deemed to be the second most effective channel (22%), reflecting the consumer hunger for freebies and discounts.

Digital channels such as social ads (5%), online video (4%) and mobile apps (1%) are thought to be far less effective in comparison.

What is the best advertising opportunity for companies to reach you?

It’s obviously important to point out that these results are based on consumer perceptions of ad effectiveness, so the truth may actually be quite different.

However it shows that digital advertising still has an image problem in the eye of the consumer.

This is reiterated by a question asking whether respondents agreed with the statement that online advertising is not effective. Almost a third (32%) of global consumers agreed with the sentiment, while half of respondents (49%) agreed that web banner ads don’t work.

Please rate each of the following statements based on whether you agree or disagree. Agree.

David Moth

Published 12 June, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1682 more posts from this author

Comments (7)

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Jim Powell

I cant get the Adobe link to open and I'd like to see the report, it seems very interesting doesn't it. It may just be me. Would you be so kind as to give it a check for me.

over 3 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Jim, the link works for me, but here it is again. Let me know if you have any problems.

http://www.adobe.com/aboutadobe/pressroom/pdfs/Click_Here_Regional_Comparisons.pdf

over 3 years ago

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Jim Powell

Sorry, I should have been clearer, it opens but it's all blurred, i.e. I cant read it. It may just be me still.

over 3 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

Ah, I see. Don't think I can help you there unfortunately.

over 3 years ago

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Shawn

Where does yellow pages fall in the "traditional media" mix? Newspapers and TV are listed but wouldn't one think that a directional media like YP would still be somewhat effective? It's amazing how much ad dollars that medium garners but never gets listed or credited. Many businesses were built with that media.

Just a thought!!

over 3 years ago

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Emily Bradbury

I can see why people think that web banners don't work -they probably feel that there are less regulations in place and so don't trust them like they do TV ads.

over 3 years ago

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LeRoy Grubbs

i am skeptical (from my very biased perspective since I don't own a TV) of the 2 or 4% perceived effectiveness, by consumers, of social media and digital advertisement for product awareness.

I expect there is a much greater % there but it's not perceived (more like differentiated ) from all the other forms of advertisement. Meaning "I've seen this somewhere but don't know where.." We are continually bombarded on every side.

over 3 years ago

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