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Study: Banner Ads Do Not Work

Seems that a lot of marketers do not believe that banners actually work, and are turning back to traditional media such as print, newspapers TV. According to a study by Adobe, the flash guys, “Click Here: The State of Online Advertising” 33% of US marketers and 36 percent of marketers worldwide agreed with the statement that “Web Banners Advertisements do not work.”

When asked, “Which source is best for marketing and advertising?” traditional newspapers and TV topped the list, with 42 percent of U.S. marketers and 41 percent of international marketers choosing that response. News websites were rated best by only 13 percent of U.S. marketers and 17 percent of global marketers.

The study, commissioned by Adobe and handled by market research company Edelman Berland, was conducted via online survey between October 2012 and April 2013. It yielded responses from 1,750 professional marketers and 8,750 consumers in the U.S., Australia, France, Germany, Japan, South Korea and the U.K.

The funny thing is that according to Neilson, the response rate of TV is actually lower than banners. Ben Kunz, the Vice President of Media Planning at Mediaassociates came to the conclusion that the response rate of TV ads are 0.05 compared to .07 click-rates on banners. That’s after spending a great deal of more money to reach those consumers compared to web advertising.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.


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