Blog Post:Between pop-ups, banners, search, video, social, page takeovers, and more, consumers are seeing more ads than ever to support their favourite web-based pastimes. Turns out 60% of consumers in the UK, France and Germany agree that online ads are annoying. Digital marketers seem to be missing the mark with consumers, and our latest research report, Click Here: The State of Online Advertising, confirms it.

Adobe: Click Here: The State of Online Advertising

The report shows some interesting differences in what digital marketers think versus the average consumer. 38% of European consumers agree online advertising is not effective, compared to 19% of marketers. And web banner ads have an even worse reputation with more than half (55%) of European consumers agreeing they don’t work. Even in social media, consumers across Europe are less likely than marketers to Like a brand page and interact with it. And most consumers actually want a dislike button! What can we do? We can do better. We can up our game. We can take lessons learned from traditional advertising. We can deliver personalised and engaging experiences for consumers. It’s time we started thinking like a consumer, and not like marketers. With every campaign we should be asking “WWCD” – what would consumers do? Check out the report, and tell us in the comments if you agree that marketers are missing the mark? How will you use this data to change your online advertising strategy?
Author: Date Created:12 June 2013 Date Published: Headline:Click Here: Adobe research shows marketers are missing the digital mark Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/06/61.png

Between pop-ups, ban­ners, search, video, social, page takeovers, and more, con­sumers are see­ing more ads than ever to sup­port their favourite web-based pastimes.

Turns out 60% of con­sumers in the UK, France and Ger­many agree that online ads are annoy­ing. Dig­i­tal mar­keters seem to be miss­ing the mark with con­sumers, and our lat­est research report, Click Here: The State of Online Adver­tis­ing, con­firms it.

Adobe: Click Here: The State of Online Advertising

The report shows some inter­est­ing dif­fer­ences in what dig­i­tal mar­keters think ver­sus the aver­age con­sumer. 38% of Euro­pean con­sumers agree online adver­tis­ing is not effec­tive, com­pared to 19% of mar­keters. And web ban­ner ads have an even worse rep­u­ta­tion with more than half (55%) of Euro­pean con­sumers agree­ing they don’t work.

Even in social media, con­sumers across Europe are less likely than mar­keters to Like a brand page and inter­act with it. And most con­sumers actu­ally want a dis­like button!

What can we do? We can do bet­ter. We can up our game. We can take lessons learned from tra­di­tional adver­tis­ing. We can deliver per­son­alised and engag­ing expe­ri­ences for consumers.

It’s time we started think­ing like a con­sumer, and not like mar­keters. With every cam­paign we should be ask­ing “WWCD” – what would con­sumers do?

Check out the report, and tell us in the com­ments if you agree that mar­keters are miss­ing the mark? How will you use this data to change your online adver­tis­ing strategy?