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BizReport : Advertising archives : July 31, 2009

Year over year, more marketers turning online

Cross-platform advertising may be all the rage for marketers but it seems that online avenues are beginning to lead the pack. According to research from Harris Interactive and LinkedIn, print advertising continues to decline as Internet and digital (mobile) forms of advertising continue to rise.

by Kristina Knight

Researchers found that more than 90% of marketers are now using some form of online advertising; only about 88% are incorporating print and less than half are incorporating radio advertising (46%) or television (46%). Further, those already advertising online or digitally are increasing their ad spends in these categories.

Although more ad money is being pushed online, marketers are quick to report that online initiatives are part of an integrated campaign with other ad formats. Most are using the Internet for branding, consumer research (for offline purchases); driving online transactions and building brand community are also important but less so than branding and research according to this report.

The problem in all of this is that, for consumers, online advertising is increasingly annoying. Consumers are becoming frustrated with expanding ads (80%), inability to find 'skip' buttons (79%) and pop-ups (76%). Mouse-over ads, animated ads with immediate play and ads with loud music/soundtracks are also annoying to consumers.

Because of this, marketers need to be very careful where and how they advertise; closely targeting ads will also help to reach the right consumer without annoying the rest of the population.

Tags: advertising budgets, advertising research, digital advertising, Harris Interactive, LinkedIn, mobile marketing, online advertising

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