March 3, 2016
In a world of demographic spread and niche social networks, marketers face disparate consumer responses to various digital advertising formats.
As SocialTimes reports, new survey results suggest that marketing campaigns need personalization and a deep understanding of the audience. A report from eZanga, a digital marketing company, examines how people in different demographic groups interact with digital ads. Older users are better at identifying ads and diligent in screening them out. Thirty-one percent of survey respondents over the age of 35 say ads never slip past them. Seven percent of all respondents are using software to block online ads.
Even when people do see digital ads, they’re not interacting with them in any meaningful way, the report says. Three-quarters of respondents say that when they click on ads, it’s usually by accident. Fifty-four percent of baby boomers says ads they click often lead to unintended destinations.
Sponsored content fares slightly better: 37 percent of all respondents are likely or very likely to click through it, and respondents ages 14-34 are most likely to accept this form of advertising. But 83 percent of those using ad-blocking software indicate they dislike sponsored content because it masquerades as editorial content.
Video marketing continues to fare best: 33 percent of respondents watch an entire ad on a mobile device up to five times a week, and 30 percent are less likely to skip video content if it’s humorous. Among baby boomers, content from celebrities and “influencers” is viewed most favorably. — Greg Beaubien
Broaden your skill set with access to an extensive library of live and on-demand professional development webinars — one of PRSA's premier member benefits.