Crain News Service report
SAN JOSE, Calif. (June 14, 2013) — A sizable percentage of marketers believes Web banner advertising is ineffective and traditional media, such as print newspapers and TV, are better sources for advertising and marketing than news websites.
That's according to a study—"Click Here: The State of Online Advertising"—released this week by Adobe Systems Inc.
One-third (33 percent) of U.S. marketers and 36 percent of marketers worldwide agreed with the statement "Web banner advertisements do not work," the study found.
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.
This report appeared in BtoB magazine, a Chicago-based sister publication of Tire Business.