Here are some shockingly blunt statistics from Michael Steizner's
about the ineffectiveness of traditional advertising:
86% of viewers don't trust traditional advertising any longer
24 of the 25 largest newspapers are experiencing record declines in circulation
Newspaper advertising is down 18.7%
Less than 1 out of 5 traditional TV campaigns generate a positive ROI (90% of people skip ads via TiVo / DVR)
Wall St Journal reports that advertising in US print directories is expected to fall 39% over the next four years
about the ineffectiveness of traditional advertising:
53 comments:
I think the most interesting statistics is about the television ads. With so many companies using that as a marketing tool, 80% do not even get a ROI. WOW!
This is not too particularly suprising given the change in our preferred medium of entertainment over the last decade. It seems like there is more success in product placement. This type of advertising is nowhere near as disruptive as a commercial.
I'm surprised by the high number of viewers not trusting traditional advertising. Sure, skepticism is on the rise, especially since there are so many advertisements about the same things constantly surrounded us; however, I'm not sure I trust that statistic because advertising has a psychological impact on people to the point where people may not realize how much they are succumbing to advertisements.
What's the statistics on trust for advertising generally versus specific traditional?
It is not surprising that a large portion of viewers do not trust traditional advertising anymore because the fact that these tradional advertisers have remained traditional implies that they are not actively attempting to appeal to customers and viewers as much as more customer friendly advertisers. It also comes as no surprise that a large portion of newspapers are selling less newspapers. Since American society is becoming much more in tune with accessing news articles online rather than in person, there would be little point in buying a newspaper if one can simply look them up online.
It comes as no surprise that large newspaper names are selling less newspapers because people can read most of those same newspaper articles online. If one could read the news online on the internet rather than actually purchase a newspaper, noe would typically read a newspaper online rather than print because it is quicker to access and in some cases cheaper.
With steady declines in newsprint and advertising via print, is it inevitable that national news papers will completely collapse in the near future, or will there always be a place for newspapers?
As steady declines in newsprint and advertising via newsprint continue, is it inevitable that national papers will completely shut down, or will there always be a place for newspapers in this digital age we live in?
I worked for a newspaper while I was in college, and saw first hand how much our advertising department struggled to fill their ad space for each issue. These statistics are troubling but unfortunately not surprising.
I worked for a newspaper while I was in college and saw first hand how much our advertising department struggled to sell all their ad space each issue. While these statistics are troubling, they are not at all surprising.
I agree that people have started to have a more than typical negative view of commercials with the ability to now record tv at home. Because of this, I think product placement in the shows will become even more relevant.
These facts are surprising. I wonder if advertising has always been a gamble like these stats insist.
This shows that people are not looking at print sources. With the electronic interfaces that much people use, apps have more adds and website searches have more advertising.
This shows that people are moving from traditional means of advertising. Electronic interfaces that many people use have apps and google searches that show ads.
Traditional advertising has declined. Advertisements are all over YouTube and social networks. People have the ability to fast forward through commercials now. Less commercials are being watched on tv.
Traditional advertising has declined. Many cable services allow you to fast forward through commercials. Ads are all over YouTube and social media sites.
The statistic about television commercials turning in 1/5 positive ROI with 90% of the market simply fast forwarding through commercial time. 90% seems drastically high, but there is also the online watching experience now that has removed viewer exposure. The air time for Superbowl commercial costs more, but what about regular network TV?
The statistic about television commercials turning in 1/5 positive ROI with 90% of the market simply fast forwarding through commercial time. 90% seems drastically high, but there is also the online watching experience now that has removed viewer exposure. The air time for Superbowl commercial costs more, but what about regular network TV?
Companies need to create personal relationships with their customers and there is no better way to do this than through social media. Traditional forms of advertising can't create these type of relationships and that is why these statistics are not surprising. It will be interesting to see if companies abandon traditional forms of advertising all together or if they just scale back in the near future.
Companies need to build personal relationships with their customers and there is no better way to do this than through social media. Traditional forms of advertising can't create these types of relationships and that is why these statistics aren't surprising. It will be interesting to see in the future if companies abandon traditional forms of advertising all together or if they just scale back.
While these are all very shocking and drastic statistics, none of them surprise me at all. Newspapers are no longer a staple item in young adults lives. People are always on their phone so they just assume get their news that way and typically for free. In addition, people also rarely sit down and watch a television program live, so of course they skip the ads. I do this myself!
This makes a lot of sense with the rise of internet media. However, people can install browser add-ons that will block advertisements on websites, making website ads less effective. Thinking about it, this is probably why there's so many annoying adds before youtube videos, but even they can be skipped.
I find it interesting that companies are willing to spend so much money on advertising that is not only increasingly obsolete, but also inefficient. It is far more difficult to record the conversion rate of your ads in print and other forms of traditional advertising. With all of the extra avenues to promote and record marketing, it is a wonder that more firms have not ceased to use this style of advertising.
I find it interesting that companies are willing to spend so much money on advertising that is not only increasingly obsolete, but also inefficient. It is far more difficult to record the conversion rate of your ads in print and other forms of traditional advertising. With all of the extra avenues to promote and record marketing, it is a wonder that more firms have ceased this style of advertising.
This only proves that technology has taken over and what use to be the standard traditions are now almost none existent. Advertising now has to be through social media so people are just going to over look ads. Commercials on TV are annoying but they are necessary.
I know I definately don't trust most advertising anymore, especially any ads I see online. I don't click them, and assume they are all spams or scams, almost no matter how legitimate they appear. I have never really read newspapers, I only read news online, and my main source of news is NPR on my car radio. As far as TV campaigns--I don't have cable or even a converter box, and my TV is one of the old square shaped analog TVs. I only use it to watch netflix or amazon prime, listen to pandora, or play video games.
I am probably someone who is not too easy to market to, because I spend most of my time reading books and not believing any ads targeted towards me.
Word of mouth is what I trust most.
Except when it comes to books. If you even make a vague hint that it is something I would like, I will either buy the book or download a sample, try it, and buy the full version if I like the sample.
The statistics are what I expected, the future of marketing has already started and traditional means of exposing your company in the market place has radically changed. No longer can a news paper ad get you the same exposure as a email or a social media advertisement. The same goes for TV since a majority of people use their computers to watch TV shows.
While I understand the statistics that print and TV advertising are making less of an impact, I do find it interesting that 86% of people no longer trust advertising. Personally I am more likely to respond to a TV or print add rather than something I may see on Facebook. I still have credibility concerns when it comes to online advertising.
It would seem to me that access to print and TV advertising has decreased due to struggles of newspaper, DVR, and increase in online news media and blogging. However, I get a better sense of quality when I see print or TV advertising when comparing it to online advertising.
Shane Hauschild
I believe that advertisements arent as effective anymnore. Only old school people still read the news paper. Even ads on the internet can be exited out of. No one really wants to be informed about things that have no value to them. Customer values have changed as well.
None of these statistics are shocking to me. It's to be expected as a larger audience can be accessed for less cost and effort. However; I do feel that there is a lop-sided rush to social media at this time. The aspect of this that I'm curious about is the opportunity cost, that I believe has yet to be fully understood, realized, and capitalized upon by the social media outlets. I think everyone is still trying to wrap their heads around it. Will there be an increase in rates when they figure this out, allowing some or all traditional mediums to survive, but with fewer participants? If this occurs, then I'm curious who will survive the gutting long enough for this situation to come to equilibrium?
None of these statistics are shocking to me. It's to be expected as a larger audience can be accessed for less cost and effort. However; I do feel that there is a lop-sided rush to social media at this time. The aspect of this that I'm curious about is the opportunity cost, that I believe has yet to be fully understood, realized, and capitalized upon by the social media outlets. I think everyone is still trying to wrap their heads around it. Will there be an increase in rates when they figure this out, allowing some or all traditional mediums to survive, but with fewer participants? If this occurs, then I'm curious who will survive the gutting long enough for this situation to come to equilibrium?
Few advertisers target individuals over the age of 50. As young adults use other mediums for the news, newspapers will continue to fall on hard times. There may come a time when newspapers cease to exist because they will be unable to turn a profit. The clutter of advertisements constantly bombarding the public could be a main reason for the skepticism of many. This is an age where more and more adults grew up trying to avoid phishing scams and email viruses.
So I suppose another question would be when newspapers die, what will Google do to their rates when they have market control?
The statistic about viewers no longer trusting traditional advertising makes sense to me. Because of the internet there is no longer an information gap between companies and their consumers. People can access information about products immediately like price, quality, competitors, etc. I believe that most consumers now would prefer to do their own research than have it presented by the seller.
The information about print directories is not surprising either. I expect phone books and directories to be obsolete, possibly eliminated entirely, within 2-3 years.
The statistic about viewers no longer trusting traditional advertising makes sense to me. Because of the internet there is no longer an information gap between companies and their consumers. People can access information about products immediately like price, quality, competitors, etc. I believe that most consumers now would prefer to do their own research than have it presented by the seller.
The information about print directories is not surprising either. I expect phone books and directories to be obsolete, possibly eliminated entirely, within 2-3 years.
I'm not surprise newspaper is down, although they do have it online so which they are still able to publish for readers to view.
This is not very surprising i myself am skeptical of most advertisements i see.
I am curious as to how companies can accurately measure an ROI for an ad campaign. It seems like there are a lot of variables to account for that would make this difficult.
With most of the statistics relvolving around the dying breed of print/newspaper I am not at all surprised. In today's world where everyone wants things instantly people do not have the time or are willing to give the time to actually read one of these things. Additionally with regard to newspapers, there is so much unnecessary information that doesn't fit well with a society that wants clear, conscise, and bulletpoint information relayed as efficiently as possible.
I am not surprised that people do not trust advertising seen on television. We all know that the reason that companies show advertisements is to promote their product as "the best". As far as newspaper advertisements being down, this is no surprise due to the immense amount of technology that is required today. Generally, everyone has some access to a computer, phone, or ipad. With that said, who would want to pay for a paper? It's much more convenient, and successful, to have advertisements online.
I am not surprised that news papers are down 18.7 percent because you can read the paper on the computer and tablet and iphone this is also saving trees
All of the statistics are not surprising at all to me. I DVR everything I watch or watch in on Netflix. It is so hard for me to watch live TV and when I do I normally walk away during the commericals to go get something done.
I don't believe that newspapers will "die" per se. Even though the paper form may become obsolete, there will still be reporters for the papers online. News papers that don't currently have sites will create them. Their subscription costs will surely diminish creating a leaned-down reporting staff. However, locals will still want to hear local news reported by proven writers. CNN and MSNBC will continue to be a viable and formidable source for world news.
Even though paper forms of news may eventually "die" to cut costs, I believe that the local news papers themselves will not perish. People still want to hear the local news from proven, known writers. Website subscriptions may be less in dollars while operating costs will also decrease. Papers, like the WSJ and NY Times, will still have followers. The number of staff may decrease, but the news will still continue to flow. Furthermore, CNN and MSNBC will still be viable and formidable sources for world news.
Ya, it doesn't really surprise me either. Newspapers are becoming more outdated.
Ya, it doesn't really surprise me either. Newspapers are becoming more and more outdated.
The comment that shocked me the least was:
24 of the 25 largest newspapers are experiencing record declines in circulation.
I am interested to hear what newspapers are doing to make up for the decline.
I can totally believe the growth shown in these stats, and the fact that newspapers are down and continue to go down is not at all surprising, Digital media has allowed us to get up-to-the-minutes news, breaking news and local feeds quickly!
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There seems to be a lot of products that don't keep the promise that has been made in the advertisement. Obviously people loose trust in the products but overall I believe people have started to watch commericals for the entertainment value rather than for informational value.
I would agree with the statistics presented. I don't hardly trust any advertising since you have to get a magnifying glass to read the fine print for the awesome deal that was just presented. The newspaper I will read but it is just as easy to ignore advertisements as clicking out of them on the internet. I do not really appreciate being bothered with advertising unless I am actively searching for something specific.
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