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Consumers May Not Hate Social Media Ads After All!



What do you know? Dynamic Logic’s 2009 Ad Reaction (PDF) survey shows that consumers may not hate social media ads after all. A series of surveys took a look at the popularity of social networking as well as ad reception across various media.

The December 2009 survey of 2000 US adults found that 59% were involved in social networking and another 16% were interested, but hadn’t tried it yet. (Email was tops with 95% actively participating and 2% interested.) The same survey asked for users’ attitudes toward advertising on various media. The top two positive responses (which I assume were along the lines of “excellent” and “good”) were reported—and social media ads were on-par with search ads:

  • Opt-in email: 32%
  • Online: 24%
  • Online search: 24%
  • Social media/networking: 22%
  • Online video: 22%
  • Advergames: 17%
  • Non-opt-in email: 8%

But really, that’s kind of a tricky metric. If the survey had a scale of 1-5, with then we’re leaving out the people who have a neutral opinion of advertising. On the other hand, if it’s a four-point scale, that means 78% of those surveyed had a negative opinion of social media/networking ads. :\

They also asked about ad recall. Funny ads were the best remembered, with 74% claiming they remember funny ads (I remember funny ads, too, but I don’t remember what they’re selling all the time), and 53% said they remembered relevant ads. And before we talk about ad blindness, 58% of Facebook users said they’d noticed advertising on the site (above the reported MarketNorm of 39%). 70% of Facebook users (1150 surveyed), Twitter users (397 surveyed) and MySpace users (906 surveyed) would be willing to accept more advertising on those sites if it kept the service free.

What do you think? Will you increase your advertising on social media sites, or work to make your creative funnier and targeting more relevant? Do you agree with the findings of these surveys?

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  • http://searchmarketingwisdom.com Alan Bleiweiss

    I’m not so sure about those numbers. 59% of the people surveyed were involved in social networking. But how many of that portion of the survey were okay with social media/social networking ads? Without clarification, the numbers are totally misleading.

    One way to look at this is to say that social media advertising is considered undesirable by 78% of the people.
    .-= Alan Bleiweiss´s last blog ..Google AdWords Contact Forms – A Bad Idea =-.

    • http://searchmarketingwisdom.com Alan Bleiweiss

      oops – somehow missed that you already said that about the 78%.
      .-= Alan Bleiweiss´s last blog ..Google AdWords Contact Forms – A Bad Idea =-.

    • http://www.marketingpilgrim.com Jordan McCollum

      I thought the same thing about that. Unfortunately, the summary isn’t clear whether it’s just people who use social networks or everyone on the ad sentiment question, since it just cites the same study/sample size again.

    • http://www.moshi-toshi.com/nl/ Susanne Sassen| Moshi-Toshi E-mailmarketing

      Still …it’s good to see the e-mail percentage of 95% !!!!
      and the opt-in e-mail of 32%

      Looks promissing!

  • http://geologyonlinecourses.com/education/ geology education

    Yes, opt-in e-mail is still very effective ads tool but search engine is more and more popular.