Blog Post:Brands have spent decades mastering the art of traditional advertising and are struggling to realise the potential from digital ads, according to the UK findings of our Click Here: State of Online Advertising research launched today. 70% of consumers said that they thought TV ads are still more important than online ads, with 62% saying these were ‘annoying’. Only a small group (8%) said that online ads were persuasive. This is perhaps not hugely surprising as online is still relatively in its infancy as an advertising channel, and the digital landscape and opportunities for brands are constantly changing. So what can brands do to make online ads more appealing to consumers? Firstly brands need to remember that content is still king when it comes to advertising, no matter what channel the ad appears on. More than two thirds (68%) of UK consumers said ads should tell a unique story, rather than just trying to sell them products. Most memorable ads are TV campaigns from John Lewis and Guinness, both of which contained an element of storytelling. Humour is also important, 92% said funny ads are more effective than ‘sexy’ ones. We took to the streets of London to talk about the best sexy and funny adverts... check out our video on YouTube and let us know your favourites too! To like or not to like? Although social hasn’t taken-off as an advertising channel (yet!), our research reveals that there are other opportunities for brands to engage with consumers on these channels. Of the two thirds of Brits that use social media in the UK, nearly half (44%) have liked something on behalf of a brand, and 49% regularly ‘like’ brands that they buy from on social channels. The top two reasons people ‘like’ brands or products is to share their tastes and interests with the world and recommend products to friends. But brands beware! Almost half (49%) of people want to see a ‘dislike’ button... Consumers and the personal touch   When asked how valuable consumers find it when a website makes personalised product and service recommendations, nearly half were ambivalent (43%), and just a quarter (24%) found it valuable.  Of those that consumers felt do this well, predominantly online brands like Amazon, eBay and TripAdvisor came out top. So...how can brands make online ads a success?  The findings are an important wake-up call for brands - they have a lot more work to do to with online ad campaigns if they are to capture consumers’ attention. Whilst physical advertising has traditionally been about broadcasting messages, online gives them the opportunity to engage with customers directly – those that understand this will ultimately win in the digital world... Read the full Click Here: State of Online Advertising UK press release here. Infographic Author: Date Created:12 June 2013 Date Published: Headline:UK Snapshot: Digital playing catch up to old school advertising Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/06/62.png

Brands have spent decades mas­ter­ing the art of tra­di­tional adver­tis­ing and are strug­gling to realise the poten­tial from dig­i­tal ads, accord­ing to the UK find­ings of our Click Here: State of Online Adver­tis­ing research launched today.

70% of con­sumers said that they thought TV ads are still more impor­tant than online ads, with 62% say­ing these were ‘annoy­ing’. Only a small group (8%) said that online ads were per­sua­sive. This is per­haps not hugely sur­pris­ing as online is still rel­a­tively in its infancy as an adver­tis­ing chan­nel, and the dig­i­tal land­scape and oppor­tu­ni­ties for brands are con­stantly changing.

So what can brands do to make online ads more appeal­ing to consumers?

Firstly brands need to remem­ber that con­tent is still king when it comes to adver­tis­ing, no mat­ter what chan­nel the ad appears on.

More than two thirds (68%) of UK con­sumers said ads should tell a unique story, rather than just try­ing to sell them prod­ucts. Most mem­o­rable ads are TV cam­paigns from John Lewis and Guin­ness, both of which con­tained an ele­ment of storytelling.

Humour is also impor­tant, 92% said funny ads are more effec­tive than ‘sexy’ ones. We took to the streets of Lon­don to talk about the best sexy and funny adverts… check out our video on YouTube and let us know your favourites too!

To like or not to like?

Although social hasn’t taken-off as an adver­tis­ing chan­nel (yet!), our research reveals that there are other oppor­tu­ni­ties for brands to engage with con­sumers on these channels.

Of the two thirds of Brits that use social media in the UK, nearly half (44%) have liked some­thing on behalf of a brand, and 49% reg­u­larly ‘like’ brands that they buy from on social chan­nels. The top two rea­sons peo­ple ‘like’ brands or prod­ucts is to share their tastes and inter­ests with the world and rec­om­mend prod­ucts to friends.

But brands beware! Almost half (49%) of peo­ple want to see a ‘dis­like’ button…

Con­sumers and the per­sonal touch  

When asked how valu­able con­sumers find it when a web­site makes per­son­alised prod­uct and ser­vice rec­om­men­da­tions, nearly half were ambiva­lent (43%), and just a quar­ter (24%) found it valu­able.  Of those that con­sumers felt do this well, pre­dom­i­nantly online brands like Ama­zon, eBay and Tri­pAd­vi­sor came out top.

So…how can brands make online ads a suc­cess? 

The find­ings are an impor­tant wake-up call for brands — they have a lot more work to do to with online ad cam­paigns if they are to cap­ture con­sumers’ atten­tion. Whilst phys­i­cal adver­tis­ing has tra­di­tion­ally been about broad­cast­ing mes­sages, online gives them the oppor­tu­nity to engage with cus­tomers directly – those that under­stand this will ulti­mately win in the dig­i­tal world…

Read the full Click Here: State of Online Adver­tis­ing UK press release here.

Infographic