Latest Report From HubSpot Reveals Aussies Hate Online Advertising

bald business man screaming in crisis at computer from pressure watching stocks crash
SHARE
THIS



Inbound marketing and sales software company HubSpot has released insights from APAC consumers in its latest report The Effectiveness Of Advertising In Asia PacificRyan Bonnici, Director of Marketing, APAC & Japan, HubSpot, discusses the reports findings and why he believes that native advertising might be the latest buzzword but inbound marketing really should be the focus. 

The report found 50 per cent of people in Asia Pacific have installed ad-blockers or they plan to have one in six months. “If that’s not a big enough kick up the butt for advertisers and brands who only use outbound advertising I don’t know what is,” Bonnici told B&T.

Figure seven of the report demonstrates the reason why ad-blockers have become so popular for people. Over 50 per cent of people said they had an ‘extremely negative reaction’ to pop-up online advertisements and 75 per cent of people said they had an ‘extremely negative’ or ‘somewhat negative’ experience with auto-playing video advertisement.

The total opposite can be found for sponsored content (Facebook, LinkedIn and Twitter), as well as email newsletters. For example, the majority of people have a ‘somewhat positive’ (45 per cent) or ‘extremely positive’ (9 per cent) response to email newsletters.

Ads_rank_APAC

The report shows that brands marketers need to rethink the way the advertise to people. “It’s all about creating value for the consumer and I feel like brands have forgotten that to be honest. When it comes to advertising it’s about the short term dollars and ‘how many click-through can I get right now’.

“Brands don’t realise all of the people they are losing from auto-play ads, the more you do that the less likely that person is going to come back to your site. The lifetime value of that customer is shrinking, people need to stop focusing on the short term.”

Opinion_APAC_Ads

So what’s the alternative? Bonnici believes that inbound marketing is the way of the future. “I think inbound marketing is the solution, creating great blog content, great website content, great social content which creates value for your audience.

“It’s about really knowing your customer, reading the signal that they’re giving you and then giving them what they want in response to that. That’s what inbound marketing is all about and that’s what we’re all shifting towards, we’re shifting towards creating value which pulls and attracts like a magnet people to your brand as opposed to paying to interrupt them with ads.”

HubSpot found there is a clear preference for native advertising amongst digital consumers while ads that interrupt (pop-ups, auto-playing videos, etc.) are the lowest rated. But Bonnici warns that ad-blockers may eventually target native advertising, “I do think though over time ad blockers are only going to get smarter and over time they may start to block native pieces of advertising out.

“I think native advertising has a space for us right now. It’s inbound, it’s not interrupting people but its definitely not the be all and end all. I think creating organic content on your blog and on your site is the most important priority for marketers.”

 

Latest News

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.