THE CONSEQUENCES OF DIGITAL AD BOMBARDMENT

1. CONSUMERS ARE SATURATED BY

OF DIGITAL MARKETING MESSAGES

THE SHEER VOLUME

impressions today

5 trillion

TOTAL IMPRESSIONS (IN MILLIONS)

6.000.000

5.000.000

172 billion
impressions in 1996
1996 1997 1998 1999 2000 2001 2002
impressions

In 1996 each person received 30 advertising messages

This year they will receive at least 735

4.000.000

3.000.000

66%
2004 2005

of adults in the US and the UK say they receive too many promotions and are exposed to too many adverts
2006 2007 2008 2009

2.000.000

1.000.000

0 2003 2010

CONSTANT BOMBARDMENT DO TO RESPONSE RATES?

2. WHAT DOES THIS

click-through rate in 1996

7%

0.1%
today
USA UK

3. BUT WAIT!

THERES EVEN MORE DAMAGE

66% 66%
would unsubscribe
from a brands promotions if they thought the messages they were receiving were too frequent of consumers

28% 37%
respond negatively
to future messages from that brand of consumers would

20% 27%
their product or service

LESS THAN
of consumers

11% 10%
on social media sites

would stop using

would protest

of consumers

4. SO WHICH ONE DEVICE

PC
LAPTOP

WOULD THEY LIKE TO RECEIVE ADS AND PROMOTIONS ON?

SMARTPHONE

39%

24%

4%

5. AND WHICH DEVICE WOULD BE THE

66%

MOST UNACCEPTABLE?
of consumers say they are turned off by unwanted

advertising on their mobile or smartphone

6. SO CONSUMERS HAVE DIFFERENT TOLERANCE LEVELS ON DIFFERENT DEVICES.

WHAT ABOUT DIFFERENT DIGITAL CHANNELS?

of consumers respond positively to Augmented Reality

2%

9%

40% other

respond positively to QR codes

15%

of consumers prefer a SHORT TEXT-ONLY MESSAGE, like a Tweet, a Facebook message, a Google Adwords message, an SMS etc

34%
consumers more likely to respond to promotions that are specic to the time they are sent consumers more likely to respond to promotions with attention grabbing phrasing

of consumers prefer a detailed EMAIL

7. AND WHAT DOES IT TAKE

consumers more likely to respond to messages tailored consumers more likely to respond to promotions that are

FOR THE MESSAGE TO CUT THROUGH?

to personal interests specic to their location
consumers more likely to respond to promotions that are contextually relevant to what they were doing

22% 21% 26%

14%

7%

ANY GIVEN DAY, CONSUMERS ACCESS THEIR FAVOURITE

COMMUNICATION CHANNELS

SO DEVICE-SPECIFIC MARKETING, [MOBILE MARKETING, WEB MARKETING ETC]

IS BECOMING OBSOLETE

VARIOUS DEVICES.
of consumers use more than one device to PLAY GAMES of consumers dont mind or know which platform they prefer to receive promotional messages over

THROUGH

66% 64% 44% 40% 33%

EMAIL
of consumers use more than one device to CHECK THEIR

INTERNET

of consumers use more than one device to BROWSE THE

ON SOCIAL MEDIA SITES like Facebook,

Twitter, etc

of consumers use more than one device to GO

We switch consumers on.

Source: YouGov Plc. | Total sample: 2,054 UK and 2,105 US adults aged 18+. | Dates: January 2012 | The survey was carried out online. | The gures have been weighted and are representative of all UK adults (aged 18+) Note: due to identical or very slightly varying results between the US and UK samples, the single gures presented here are the average between the two results.

TABLET

2%