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BizReport : : October 30, 2012

Adobe: 0% like ads in apps, prefer ads on TV

Consumers believe adverts on television are more effective than those online, according to a new poll from Adobe, although more than half say most marketing is just a bunch of B.S.

by Helen Leggatt

adobe logo.jpgConsumers much prefer to look at ads in print magazines (45%) or during their favorite television show (23%), found Adobe. But they're less keen on online ads. Just 3% said they prefer to view ads via social media and a whopping 0% like ads in mobile apps.

Over half (54%) of the 1,250 U.S. consumers surveyed by Adobe say that online banner ads don't work and two-thirds say that television commercials are much more effective than online advertising. Paid search listings rated the worst, with only 3% of consumers rating them as effective.

According to over half, 'most marketing is a bunch of B.S.'. Online, in particular, was seen by over half to be 'creepy and stalks you'. The words "annoying" and "distracting", as well as the phrase "all over the place", were most commonly used to describe online advertising.

When it comes to social media, consumers were more engaged. Over half (57%) have "Liked" a brand on Facebook, and 53% want a "dislike" button. Even more interestingly, 29% said they would check a product out if it were recommended on social media by a friend. Furthermore, 5% said they would go on to "Like" the product themselves and 2% said they would probably just buy the product on the basis of a recommendation.

"This study is a wakeup call for marketers.We know there's a tremendous opportunity - online, on mobile, in social - in terms of where consumers are spending their time and money.But as marketers we've yet to really break through," said Ann Lewnes, chief marketing officer, Adobe.

"Serving customers relevant content, delivering experiences that are engaging instead of intrusive and, just as importantly, measuring what's working and what isn't so that we can improve our marketing are all critical. When marketers begin to master these things we'll turn the corner - consumers will start to notice and we'll start to capitalize."

Tags: advertising, apps, consumer survey, marketing, social media, television, U.S.

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