BY Kathy Crosett
Consumers have a love-hate relationship with advertising. They don’t always appreciate having their content interrupted by an ad. But, good ad campaigns, released in a variety of formats, catch consumers’ attention and sway their purchases. In its latest survey, Clutch asked more than 1,000 U.S. adults about where they are most likely to notice ads and how these ads impact their shopping intentions.
At least 90% of U.S. adults admit that advertising has influenced them. In the Clutch survey, consumers told researchers some formats resonate more strongly with them. Following exposure to an ad in these formats, here’s how likely shoppers are to make a purchase:
- TV 60%
- Print 45%
- Online 43%
- Social media 42%
The numbers are a bit lower for out-of-home (31%) and radio/podcast (30%) ads. Analysts suggest that TV rules because it connects with both the visual and audio senses of consumers. They also point out that influence rates for out-of-home and radio/podcast may be lower because consumers’ attention is often divided when they are exposed to these ads. A good deal of OOH and radio/podcast exposure takes place when people are driving, and they can’t focus the same way on ads as they might when watching a TV show.
Believing an ad medium is trustworthy goes hand in hand with potentially making a purchase. Clutch found a correlation between media formats that influence purchases and consumer trust. At least 61% of consumers trust TV/broadcast video and 58% give print a thumbs-up. Radio/podcast and out-of-home come in at 45% and 42%, respectively. Social media weighs in at 38%, a statistic that suggests the format has some catching up to do. In general, 55% of millennials trust advertising while only 44% of baby boomers do.
Don’t let your clients be fooled into thinking that TV's influence is limited to older shoppers. While online and social media ads influence 58% of millennials, TV is even higher – coming in at 65%. Interestingly, only 51% of baby boomers agree that TV/broadcast video influences their purchasing decisions. Clutch analysts say, “this is due, in part, to the fact that older generations have already developed their preferences and are not as influenced by advertisements.” Your clients should remember that millennials are still spontaneous about purchasing or trying something new.
Clutch analysts also point out that businesses will have the most success in their ad campaigns when they use a variety of traditional and digital media formats. The biggest mistake they can make is failing to advertise. “We live in an information-obsessed world.” When consumers can’t get any information on a marketer, they’ll quickly move on to a competitor.
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