AUSSIES DON’T MIND ADS

In October’s edition of ‘Marketing‘ there is an article that might surprise a few people and some marketers. The article covers an investigation by the research agency TNS that found Australians do really enjoy advertising across all types of media.

This is great news for advertising agencies.

Research agency TNS recently investigated if Australians really enjoy ads and which media types drive the strongest follow-up to an online site.

Advertising appeal is surprisingly high. On average, 59 percent of Australians like ads across all media types. Traditional media such as TV, newspapers, magazines and radio have the highest appeal. It’s a different story for online.

“Traditional media types are historically more ‘passive’. However all media types are rapidly evolving, becoming increasingly ‘active’. The online environment for example, puts the audience in the driver’s seat, and interruptions are less welcome in this environment,” said Aisling Bannan, Director of TNS’ Technology and Media team in Sydney. Despite finding ads on the web less appealing, audiences still consider the internet to be the most important type of media.

Many consumers say that advertising has little impact on them and their behaviour. TNS’ study, conducted with 150 adults across Australia, focused on follow-up actions after hearing or reading a prompt in an advertisement to visit a website. “Across all media types, an average of seven in 10 people regularly act on prompts to follow up online. This is very promising for advertisers because traditional media types can be leveraged to drive people to an interactive online environment,” said Bannan.

Most people write down the address to look up later, with more than half using a search engine to find it. Fewer say they can remember the exact address to type straight into the browser. Sixty-six percent said they visit the website because they are curious. Fifty-six percent go to get more detailed information and 36 percent only follow up the website if it’s relevant.

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