Our 21st century lives have been bombarded, blurred and “overkilled” with advertising on TV, movies, radio, internet, magazines, newspapers, airplanes, and even on the elevators up to our offices. The myriad of mixed advertising messages that have infiltrated and controlled our “down time” has given most consumers a huge headache and a diminished belief system. So, does traditional advertising work today? Here are some serious stats that we just can deny.
- Consumer skepticism and a resistance to advertising are apparent in today’s marketplace. According to Insight Express, “consumer trust in advertising has plunged 41% over the past three years and only 10% of consumers say they ‘trust’ ads today.”
- In the varied world of today’s media, the consumer is increasingly in control. A 2005 study by Yankelovich, Inc. revealed that nearly 70% of consumers were actively looking for ways to block, opt-out, or eliminate advertising.
- Media fragmentation is out of control—the average household today has over 100 television choices.
Given these facts, the pressure is on to improve targeting to your interested market – to achieve advertising relevance and to minimize your waste of advertising that misses the mark. Therefore, today’s successful marketers are held to new levels of accountability and they have to prove the advertising is working.
Source: Search Engine Strategies Conference, February 27 – March 2, 2006, New York, NY.