Survey finds internet ads to be least effective, television and newspaper ads among most
By: Bill LaformeJuly 6th, 2009
Despite the boom in online marketing, internet banner ads are reported to be the least effective advertising platform, said a recent survey by Harris Interactive.
Only 1 percent of American consumers reported paying attention to internet banner ads, while television ads led the responses with 37 percent.
Newspaper ads came in second, with 17 percent of consumers saying they are helpful. Internet search engine ads placed third with 14 percent.
Television ads were most popular among 18- to 34-year-olds, with exactly half indicating that they are helpful. Newspaper ads were most popular among respondents aged 55 and older.
As opposed to what consumers indicated as helpful, newspaper ads came in last when asked what type of ads consumers ignore, with only 6 percent. Meanwhile, 13 percent of Americans reported ignoring television ads.
However, 28 percent of consumers reported not finding any the options – which included television ads, newspaper ads, radio ads, internet search engine ads and internet banner ads – helpful at all, yet only 9 percent of consumers reported ignoring all the advertising options.
With no clear winner, small businesses are encouraged to diversify their advertising and marketing platforms, using internet strategies such as social media as well as print strategies such as custom printing.
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