The results of a new poll from Harris Interactive indicate that Internet advertising isn’t as effective as search engine marketers would like to think. When asked what medium’s ads were most helpful in making purchase decisions, the 2500+ American respondents indicated that first television, then newspapers, then search engine ads. Internet banner ads fared even worse:
- 37% said television ads were most helpful in purchase decisions
- 18% said newspaper ads
- 14% said search engine ads
- 3% said radio ads
- 1% said Internet banner ads
Perhaps most revealing, however, is the math. Those numbers don’t add up to 100% because another 28% (rounding effects) said that none of those ad media were helpful in purchase decisions.