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BizReport : Advertising archives : October 13, 2016

Study: Multiple placements key to ad engagement

Marketers have long held that consumers need more than a single ad to engage with a brand. That theory has been backed up in new data from Bospar, which found that both men and women are more likely to click onto a site after seeing information about the company more than once.

by Kristina Knight

One in four men say they'll click over to a website after seeing something about that company more than five times while 41% of women say they'll click over after seeing multiple mentions. Fewer than 10% of each demographic said they would click after the first mention.

"We commissioned this research to illustrate what tech companies can expect during a typical PR campaign, realizing of course that there's no such thing as anything typical," said Curtis Sparrer, a principal of Bospar. "In this noisy media landscape, we discovered that there were certain early adopter demographics that marketers can expect to visit a company's web or mobile site immediately after seeing the first stories post. Our research shows that for a company to be successful in the media, a strategic, sustained PR program is required over time to win over consumers with multiple placements."

Other interesting findings from the report include:

• 24% of GenX members will visit a site after a single mention,
• 20% of Millennials will click over after 2-5 mentions
• 40% of people making more than $150,000/year and 29% of those making between $100,00 and $150,00/year will click after 2-5 mentions

Tags: advertising, advertising placements, advertising trends, Bospar

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