Story-​Telling to Increase in Online Advertising

Consumers have grown to accept online advertising. But, they also have complaints about this form of advertising. Marketers who listen to consumer opinions on this topic might be able to adjust their ad styles and improve their reputation and their revenue.

Currently 68% of consumers say online advertising is annoying. Another 51% call it distracting and 46% say the ads are all over the place. Marketers mirror consumer opinions in many cases. For example 50% of advertisers say ads are all over the place. These attitudes may explain why 66% of consumers tell researchers that TV ads are more effective than online ads.

While only 31% of consumers report enjoying advertising, they point out that seeing an ad in a print magazine (45%) or on TV (23%) is preferable to encountering ads online. There also appears to be some gender bias in advertising. Up to 28% of women believe they’re influenced by advertising but only 11% of men say the same.

The new Adobe State of Online Advertising Study also surveyed consumers about social media. Nearly 7 in 10 (69%) consumers use social media. And 43% have ‘liked’ a brand or product. It’s also interesting to note that 53% of consumers want a ‘dislike’ button.

Apart from everything else, consumers want advertisers to tell them a unique story, not just deliver a sales pitch. This may explain why over half of consumers say static web banners do not work. In another twist, 67% of consumers agree that user-​product reviews are the best source of truth. There’s another reason user-​generated content may be so appealing – often the reviewers are telling a story about how a specific product or service improved their lives.

Marketers that make the investment in creative online storytelling can count on capturing consumer attention. They might also increase their chances of having a story go viral and enjoy widespread attention and sales.

[Source: The State of Online Advertising. Adobe​.com. October 2012. Web. 6 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.