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Consumers Pay More Attention to Celebrity Gossip Than They Do to Online Ads

Wow. Harsh.

And if you think that’s bad, check this out:

I’m glad to know that so many people are paying attention to the speed limit and their spouses, but Online Ads come in below Celebrity Gossip. I’m hurt by that. Not shocked, but hurt.

This new data comes from Adobe’s “The State of Online Advertising” report and you have to give them points for creativity. There are only so many ways you can say people dislike online advertising and we’ve heard them all before. Still, it’s my job to bring you the latest research, so let’s mine for interesting nuggets. How about this:

When asked what kind of ads they favor, the majority of consumers (45%) said ads in print magazines. (Who said print is dead?)

In regard to social media, 53% of consumers said they wished their was a “dislike” button.

And while 29% said they’ve checkout a product that their friend “liked” on social media, only 2% said they’ve ever been inspired to buy the product. So much for the power of the recommendation.

44% of consumers feel that advertising works better on women than men. I’d agree with that. But a full 79% of women said advertising works best on children. Given their general dislike for advertising, that’s not a compliment.

Some good news. . .

36% of respondents said that the most effective advertising comes from professionals, but 28% said that consumer generated content is even more effective. That’s good news because there are so many outlets for user-generated content these days it’s easy to get your customers to do your marketing for you. Encourage them to create YouTube videos, share photos of themselves with your products on Pinterest or write blog post testimonials in exchange for a chance to win a prize.

Consumers across the board agreed that advertising should tell a story. 67% said a video was worth a thousand words and the same number believed that product reviews were the epitome of truth in marketing.

It’s easy to see why they don’t pay attention to the old school banner ad. They want to be wooed with an emotional or funny tale that helps them connect with a brand. Given the options available to marketers these days, that really shouldn’t be too hard to do. You just have to stop thinking about corners and start thinking about how you can expand beyond the boundaries of the box.