Audiences see countless numbers of ads every day. But what do they really think about the advertising that they see? Eyes4Research surveyed 500 consumers to learn more about what consumers think about the advertising they see across all platforms– digital and televised, as well as traditional advertising, like billboards and mailers. While audiences are inundated with advertising seemingly everywhere they go, they are often only truly engaged with the ads they see in specific circumstances in order to influence their purchasing decisions and encourage brand recall.
Here are 5 key things to know regarding how consumers feel about the advertising they see every day, as revealed in our new study, Consumer Attitudes and Perceptions About Advertising Styles.
- They Like to Skip Ahead
Our study found that when given the change, audiences will almost always skip past the ads. In fact, 45% of the respondents in our survey stated that they tend to skip past ads while listening to a podcast, watching TV, or a movie when they can, in order to get back to what they were watching or listening to.
- They Have Mixed Feelings About Digital Advertising
Even as online ads have become more prevalent, audiences are still unsure about how they feel about digital advertising, especially as it relates to issues of privacy and other tools that are used to create ever more personalized ads. The frequency at which they see those ads are also an issue, with 30% of the respondents in our study revealing that they see too many ads in their social media feeds.
- They Still Love a Memorable Ad
Sometimes an ad can break through the screen and become part of pop culture, thanks to it implanting itself in the memory banks of audiences. But what is the magic that makes an advertisement memorable? Sometimes, it’s a song that makes an ad stand out. 40% of respondents in our survey stated that an ad with a catchy song or jingle was somewhat effective in helping them remember it.
- They Know What They Want an Ad to Accomplish
Audiences like to be entertained when they watch an ad, but they still ultimately think that an advertisement should focus on the business of educating a potential customer about their products or services. Only 26% of the respondents in our survey stated that they think that ads should be primarily focused on entertaining an audience.
- They Engage With Special Event Advertising
When it comes to ads that are aligned with holidays or special events like the Super Bowl, or back to school, audiences are more receptive and are more influenced to purchase products or services related to those events. 50% of respondents to our survey revealed that ads created especially for holidays or specific events increase the likelihood of them shopping for those products or services.
Brands spent a record $318B on advertising in the U.S. in 2022. Our study, Consumer Attitudes and Perceptions About Advertising Styles reveals many valuable insights into what consumers think about the various forms of advertising that they encounter every day, on every platform. Click here to download the infographic to learn more about the results of our advertising study.
Eyes4Research has the tools advertising agencies need to collect high-quality insights from consumers so they can target their client’s needs every time. Learn more about our specialty panels here.
