New research from HubSpot shows adblocking is on the rise
Email and sponsored advertising are generating the most neutral experiences with consumers when it comes to digital advertising, a new report claims.
The new Effectiveness of Advertising in Asia-Pacific report found 80 per cent of consumers across Australia, New Zealand and South East Asia are leaving websites because of interruptive online ads, and 50 per cent of global audiences are installing ad blocker tools. Millennials were found to have the highest adoption rate of ad blocker software, with the most popular ad blocker app, Adblocker Plus, reaching 300 million downloads worldwide.
However, while the results suggested there were no ad experiences that were positive to consumers, the report found email and sponsored, or native advertising formats such as sponsored social posts, generated the most neutral experience for respondents.
However, 77 per cent said they would unsubscribe from a brand’s distribution list if they were sent too many messages. Globally, 96 per cent of respondents were found to have unsubscribed from receiving emails.
Telemarketing calls were the most negative experiences for customers, with 66 per cent of Asia-Pacific respondents stating these were ‘extremely negative’. Pop-up online advertisements also rated poorly, with 51 per cent of respondents stating these were ‘extremely negative’, along with autoplaying online video advertisements (40 per cent).
“Marketers who want to connect with potential customers – or maintain existing relationships with loyal customers – need to get smart about their digital ad spent, supplementing and enhancing the online experience, not interrupting it,” commented HubSpot director of marketing for Asia-Pacific, Ryan Bonnici.
The Effectiveness of Advertising in Asia-Pacific report stemmed from the results of HubSpot’s Global Interruptive Ads survey, which was based on responses from 224 consumers regionally. An additional 580 were surveyed globally.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.
Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.
There are five tell-tale signs your brand needs to take a long hard look at itself.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Why it's important for me to know that? I don't get it, sorry.
James Fogle
7 things you need to know about Facebook's mood experiment
Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...
Govind Dadhich
Image intelligence:10 must-see infographics for marketers
Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...
Radiata Solutions
6 Ways to ramp up Social Media to Your Web Design
I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...
Ekaterina Khramkova
Forget customer experience, human experience is marketing's next frontier
Thank you, so do I.
David Freeman
Sustainability of message: H2coco founder's commitment to consumers