The State of Online Advertising
New insights into the beliefs of consumers and professional marketers
Research firm Edelman Berland conducted an online survey of 1,250 adults, 18 years or older, including 1,000 general population and 250 Marketing Decision Makers, each in the U.S. Interviewing took place from October 8th –16th, 2012. The margin of sampling error at the 95% confidence level is as follows:
• U.S. (n=1,000): MOE = ± 3% • U.S. (n=250): MOE = ± 6%
Additionally, this survey will be fielded in the following countries:
• UK • Japan • China The data set for each country is nationally representative of the population of that country.
© 2012 Adobe Systems Incorporated. All rights reserved. Click Here Study | October 2012 2
Summary of Key Findings
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Print magazines and while watching a favorite TV show are the two most preferred places to look at an ad Majority of respondents use social media; over half have liked on behalf of their favorite brands, but also wish there was a dislike button for social media 68% of consumers find online ads “annoying” and “distracting” and 54% say online banner ads don’t work “Likes” get attention encourage consumers to “check out” a product, but doesn’t translate to sales 44% of consumers feel advertising works better on women than men Consumers and marketing professionals agree that marketing is valued, strategic to business and paramount to driving sales Professional advertising is the most effective form of advertising, 27% of marketers believe that user-generated content is the most popular form of online advertising Advertising/Marketing professionals considered in the bottom professions among consumers – along with actors and dancers; not highly regarded by marketing professionals either Most marketing is a bunch of B.S., 53% agree
Click Here Study | October 2012 3
© 2012 Adobe Systems Incorporated. All rights reserved.