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
As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.
Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.
A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.
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.
Well, you can always improve your service. Your customers will appreciate your efforts.
Mike Thompson
Report: Australian customer experience good but not great
Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping
Cotton Sarees Online
How data is driving the customers of a lifetime for BaubleBar
Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...
NavkarConsultancyServices
Xero evolves to fit a changing marketplace
>Writes article about how to show diversity in an authentic way>All featured opinions are from white women
Jennifer Metcalfe
Food for Thought: How can brands show diversity in an authentic way?
Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...
Prof Paulo Coelho
The B2C and B2B marketing transformation helping Invisalign win more smiles