News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Survey: Ads for free media okay with people
One new report underlines the importance of ad-supported content: their findings conclude that more than half of consumers are currently accessing digital content without paying for it. About one-quarter say viewing ads prior to getting to their content is fine.
Researchers from CloudSense surveyed more than 2000 US consumers for the study, which found 59% are currently not paying for access to any of the digital content they consume. This, even though nearly half (49%) say seeing ads around content is the way they prefer to pay for the content they want.
"The traditional models of advertising are shifting at a greater pace than even a year ago. We're living in multi-screen society where the youngest generation is both tech savvy and multi-connected. With so many sites out there, it's not surprising these consumers are not used to paying for content," said Rowley Douglas, Executive Vice President, CloudSense North America. "That said, this generation doesn't mind seeing ads around the content they're trying to access. This means publishers now have to modify their approach to attract - and justify - why advertisers should continue to invest in an audience that may or may not click into ads surrounding the content on the publisher's sites. With the erosion of print spend the need to ensure a sustainable digital future is dependent on ad revenues."
Some interesting takeaways from the CloudSense study include:
• 56% of 16-24 year olds say they accept ad-supported content
• 24% of 16-24 year olds say up front ads - launched before content - are okay
• 9% say they would prefer to pay for content than see ads
• 46% say ads are okay, but they don't want to share personal information with advertisers
"Where publishers hold the advantage today is in their ability to offer true cross media advertising for brands. They have the heritage and content but the majority need to make a major step in how they sell and fulfil ads. Too much time and cost is due to separate teams for different platforms. With the increasing competition being easy to do business with and having a clear and complete view of customers is an important differentiator. There is a great opportunity but time is running out to make the change," said Douglas.
Image via Shutterstock
- Traditional external agency model failing to meet marketers' needs
- Few marketers intend to invest in marketing technology in 2017
- Kinetic email boosts unique click and click-to-open rates
- Study: GenX, Y most likely to BOPIS
- Experts: Why points aren't enough for loyalty
- How to win the Amazon Buy Box
- Consumers prefer human touch for insurance buying, claims
- Study: Digital strategy not properly defined
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...