Write House, Wolverhampton – Online Advertising Branded ‘Annoying’ by Consumers

Freelance copywriting agency, Write House, has discovered that the majority of online consumers deem online advertising to be irritating, off-putting and mediocre, after referring to research conducted by Adobe.

A survey of 1020 UK consumers and 500 marketing experts uncovered that the majority believed ‘traditional’ marketing methods to be much more effective than the digital equivalent.

Notably, two thirds of consumers surveyed said that TV advertising was far more effective than web advertising. 54% of consumers also believed that online banner advertising had little impact on attracting potential customers.

What’s more interesting is that only 3% of consumers would view an advert via a social media platform such as Facebook, Twitter or LinkedIn.

Advertising created by marketing professionals was deemed to be the most effective advertising solution, but in contrast, 27% of marketers and 28% of consumers stated that user-generated content provides the best platform for online advertising.

When quizzed on social media, 43% of survey participants said they would recommend a product or service to friends and/or relative should they like the brand. Yet, in stark contrast, only 2% believed that a brand description, featured on a company’s social media site, is credible.

Furthermore, 53% of social media users also said that they would have clicked a Facebook ‘dislike’ button had one been available, in order to express their opinion of a particular product, service or company.

Write House founder, Daniel Waldron, commented: “This will serve as a reminder for the copywriting industry and the marketing industry that advertising techniques constantly have to be reviewed and adapted in order to keep in-line with consumer trends.”

He added: “The number of marketing opportunities available through online, mobile and social media platforms is vast, especially when you consider the amount of money that consumers spend via these platforms. However, marketers have yet to even scratch the surface of the potential these markets have to offer.”