Quality Control Key For Marketers

In the quantity versus quality debate, quality seems to be losing out. According to a new study from Bluestreak, many online consumers are fine with the quantity of ads on the Internet, but not with the quality of those same ads.

by Kristina Knight

The study indicates most consumers are quite open to the number of ads seen on emerging channels, but they want better quality.

“Marketers are allocating budgets for multi-channel communication without a clear understanding of the effectiveness and desirability of each channel,” said Doug Anderson, President, Bluestreak, in a statement.

According to their findings, consumers think the number of ads in various emerging channels – blogs, Podcasts, RSS feeds – are acceptable. For example 70% will continue reading blogs they know are sponsored and 66% will continue using sponsored message boards.

In the negative column is text messaging. It is the most unpopular form of advertising with 77% of those surveyed saying there is too much text advertising and 80% responding that they feel negatively toward text message ads.

Conversely in the quality debate, the vast majority of respondents feel ads “get in the way” or “are not for me”. This indicates that online ads need better targeting in order to succeed. The findings also indicate that users won’t respond to an ad unless it is personalized or useful. 25% of respondents felt that podcasting was the best at personalizing ads.