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

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

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.




Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]