Don’t forget about ad favorability
Danny sent me this article, from AdAge:
Indeed, all web ads pale when stacked up to TV and print, which can claim twice the favorability among consumers, according to Dynamic Logic’s Ad Reactions 2009 study.
Among 2,000 consumers surveyed in August 2009, 22% expressed a positive attitude toward ads on social media, the same as online video ads, compared with more than 40% favorable to print and TV ads. Consumers expect and tolerate ads in offline media in a way that they don’t online.
And a bit later:
That said, attitudes about online advertising have held steady since 2007, while consumer’s view of TV and print ads have fallen. Most dramatically, favorability for newspapers ads fell from 56% two years ago to 42%, while TV has gone from 50% to 47% and magazines 53% to 45%.
So what does this mean for out-of-home advertising? Namely, ads on digital signs and billboards? According to the Ad Reactions study, from 2007 to 2009 the favorability of “outdoor” has gone from 48% to 39%. Not sure what their definition of outdoor is.
Regardless, as I’ve ranted about before, I think that the digital sign industry has to keep a careful eye on the favorability of its ads, lest it go the way of banner ads online or even (*gasp*) telemarketing, which has a 6% favorability (who those 6% of people are who like telemarketing are, I do not know).
