Print and TV are preferred advertising channels for Aussie consumers

Marketing Myth Busters survey from Adobe Systems finds advertising is influential and welcomed by consumers if the relevancy and chosen method of delivery is relevant but privacy concerns remain

Traditional print media and TV remain the two most preferred media channels for Australian consumers to view ads, according to a new survey sponsored by digital and creativity software vendor, Adobe Systems.

The Marketing Myth Busters report was compiled by market research group Edelman Berland, and found 40 per cent of consumers surveyed enjoy reading and viewing advertisements, with print magazines and favourite TV shows top of the list (33 per cent and 31 per cent respectively).

In contrast, more than half said online advertising was ‘annoying’, 39 per cent found it ‘distracting’ and 38 per cent said it was ‘invasive’.

The research also revealed 95 per cent of Australian consumers believe marketing influences their purchasing decisions. Seven-eight per cent of consumers believe marketing creates brands, against 93 per cent of marketers, but just 50 per cent said marketing should define future products (compared with 77 per cent of marketers).

The latest report was based on a survey of 250 senior marketers, as well as an online-based survey of more than 1000 consumers over 18 years old. It is the first of its kind undertaken by Adobe.

When asked about their view of certain types of promotions, 75 per cent of consumers rated funny ads as more effective than sexy ads. The report also found advertising created by professional marketers are perceived as most effective with the Australian consumer, followed by consumer or user-generated content. Not surprisingly, recommendations from someone the consumer knows and trusts, such as family, friends and co-workers, are most valued when it comes to considering a product or brand (69 per cent of respondents), followed by consumer reviews (45 per cent) and highly rated professional reviews (30 per cent).

When it comes to a company customising its products or services for customers, 53 per cent of respondents are ‘neutral’ and 38 per cent ‘positive’. There are plenty of concerns however around the privacy of data, and 84 per cent of consumers agree companies collect too much information on them. In addition, 82 per cent believe consumers have lost control of their privacy, and 73 per cent see targeted advertisements to consumers based on their behaviour as ‘creepy’.

According to Adobe Systems MD, Paul Robson, the research highlights the need for marketers to make better use of data when embarking on digital marketing activities to ensure they are relevant when communicating and engaging with consumers. The more personalised the approach, the more likely it is consumers will click on an ad online, and the greater the impact and ROI.

“The takeout from this research is that mass market activities online are nowhere near as effective as targeted information,” Robson told CMO. “With the right level of personalisation, advertising ceases to be advertising and becomes relevant content.”

The results also reflected social media’s role in driving engagement, and as a game changer in the way traditional industries communicate and consumers value information, Robson said.

“The expansion of peer-to-peer marketing is upending traditional industries as it expands from goods to include services. Industries from hospitality, education, tourism and transport must all now contend with peer-to-peer recommendations as the sharing of information immediately through social channels becomes the norm,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

https://uploads.disquscdn.c... [magic school bus] KID: where are we going today MS. FRIZZLE: the zoo KID: but last week we went to SPACE ...

Germain3161

Sephora Asia details its journey to data-driven decision making

Read more

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

Latest Podcast

More podcasts

Sign in