Get our RSS feed
Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
Beyond Marketing
BizReport : Research : December 04, 2006
Difference In How “User Generated Ads” Are Seen
Adults may like them, but a new study shows kids and young adults are not as keen on user-generated ads for products.
According to the American Marketing Association (AMA) study (via BusinessWeek), adults see companies that run “create our ad for us” promotions in conjunction with traditional advertising as being more consumer friendly (68%) and creative (56%).
Meanwhile, young adults (18-24 age range) see user-generated promotions as less trustworthy (21%), less socially responsible (20%) and less customer friendly (13%). These percentages are at least double what the 25-64 age group thought about user-generated promotions.
Nancy Costopulos, the AMA’s chief marketing officer said (via BusinessWeek), "Young adults' skepticism may be rooted in their desire to distance themselves from company-sponsored messages."
This survey is especially interesting for online marketers, who have been told repeatedly that the younger generation is more open to the user-generated content craze. Apparently the young crowd likes to create content, but are less likely to appreciate content generated with a definite corporate bent. Advertisers hoping to target this money-rich group should consider that before settling on any type of promotion.
Tags: online advertising, online marketers, online video, user-generated
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- ExactTarget: Get email addresses while consumers shop
- A new use for online ads: Calculations
- OPA releases new ad units
- EA offers gaming ad advice
- Jivox adds map-targeting and creation tools to ad suite
- Ads for cheaper mobile plans?
- MerchantCircle offers city-centric coupons
- Catalyst: Googlers like Bing but won't remain loyal
Featured White Papers:
Social Media Marketing: 12 Essential Tips for Success
Learn how to effectively engage customer communities with a new, social marketing mix. >>
Featured Magazines:
Featured Research
- NEW! B-to-B Lead Generation Handbook
Special $200.00 discount for BizReport readers only!
Improve your results and the quality of your leads - download the full report right now.
Featured Financing Solution
- Small Business Loans Vs, Business Cash Advance
How can merchants access working capital quickly? A business cash advance offers small business owners fast financing based on credit card sales volume without the hassles normally associated with business bank loans or equipment leasing.
Comments
In Italy there is one of the major TV channels (Italia Uno, owned by Mr. Berlusconi's family), which shows in between advertising and programs some self-submitted short-videos of common people shouting the name of the channel. Observing the variety of videos they show, it seems the average audience LOOOVE submitting their videos in the hope of watching themselves and show them to their friends. While it is not conventional advertising, it is definitely a way to vehicle brand avwareness for the tv channel. After reading this article I actually remembered that most of the showed videos feature adults rather than youngers... Maybe this study is correct!
Posted by: Christian Iachini on December 6, 2006 01:02