We May Work in Advertising But We Don’t Love Ads

We May Work in Advertising But We Don’t Love Ads
SHARE
THIS



A new survey from Adshel of the Australian media and advertising industry has found that 47% of industry folks think newspapers are only good for cleaning windows and BBQs when a staggering 26% of last year’s media spend went straight to newspapers.

The statistic is just one of several eye openers in Adshel‘s How in Love with Advertising are you? research, the follow up to last year’s How Agency are You? survey which found nearly 78% of Sydney’s population lives outside the areas populated by 97% of Sydney’s agency folk.

The out-of-home media company commissioned the research to determine if those working within the industry were affected by their day job, so much so that their media consumption differed widely from that of real Australians.

The results of over 1,000 agency responses revealed some telling secrets about our personal relationship with advertising, showing that contrary to popular opinion agency folk aren’t as in love with advertising as was first thought. 

  • 47% of adlanders thought newspapers were only good for cleaning windows and BBQs, when a staggering 26% of last year’s media spend went straight to newspapers.
  • 56% of agency folk get their entertainment from Buzzfeed, when the Australian public reads magazines for less than two hours per week.
  • 51% of adlanders thought that the secret to TVC success was big budget productions with catchy jingles and celeb ambassadors. It’s a shame that all this hard work seemingly goes unnoticed with 63% of people leaving the room when the ads come on.
  • But online video ads are the future obviously? No, wrong again, whilst online video advertising in 2013 reached 72% growth in the December quarter, 64% of you skip ads. Which is nothing against the 85% of the public who just want their YouTube content right now.

Adshel How in Love With Advertising Are You?

So you’re skipping pre-rolls, ignoring banner ads, not reading newspapers or magazines and not watching TV, and the majority of consumers are doing the same. So how can these insights help us make better, more relevant choices for our media campaigns?

Nicole McInnes, Adshel’s chief marketing and product officer said the solution for many brands was to fall back in love with advertising again.

How In Love With Advertising Are You? doesn’t necessarily prove that all brands should spend 100% on Adshel (although that would be nice). But it does challenge the media split in relation to how people today consume media.” she said.

“Media fragmentation and changing consumer demands mean the old rules don’t apply anymore so we are urging brands to mix it up, and try a media lovefest. Seriously though one of the key strengths of outdoor is amplification, as research has shown that integrated campaigns with greater than 15% share of spend on outdoor have higher overall return on investment.

“Outdoor, the oldest medium, has now become the newest. Adshel, in particular, has seamlessly evolved with new technology that offers advertisers relevant and innovative ways to reach the always mobile, always connected consumer, and most importantly, on their terms” she added.

Please login with linkedin to comment

Advertising Standards Bureau Central Station Cuts Saatchi & Saatchi Sydney

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine