Spam, pop-ups affect television advertising

MUMBAI: Both new age and traditional advertisers in the US have a cause for bone picking when it comes to e-mail spam and intrusive pop-up ads. Thanks to them consumers have got into the habit of using the "delete" button with increasing frequency. They are also losing confidence in traditional forms of advertising such as television, radio.

A consumer intelligence company, PlanetFeedback's survey of opinion leaders in the US found that consumers are increasingly using spam and pop-up ad filters to control the flow of unsolicited advertising to their computer screens, and a growing percentage are simultaneously sympathetic to technologies that filter out television commercials.

The study also found that the more spam and pop-up ads that consumers encounter, the angrier they are about all forms of advertising - online banner ads, pop-under ads, event sponsorships, even radio and television advertising.

Of the 13 per cent who have access to ad-filtering technology (e.g., TiVo and Replay TV), 60 per cent use it, amounting to a potential eight per cent overall loss in TV advertising effectiveness. A spill over effect is created. While slightly more than 10 per cent of respondents consider traditional ad forms - TV, radio and ads, billboards, and event sponsorships -"annoying," their level of annoyance increases with amount of spam received. Nearly 55 per cent of consumers who receive more than 50 spam messages a day are more annoyed by television commercials than those who receive less spam.

Founder and chief marketing officer of PlanetFeedback Pete Blackshaw said, "Spam and intrusive online ad formats threaten the entire advertising space with a trust-eroding, acid-rain effect. We are also witnessing the emergence of a generation of well-trained ad skippers, aided by spam and pop-up filtering programmes. The combination of eroded trust in advertising and accelerated adoption of ad filters has significant financial consequences for advertisers and marketers."

It is also interesting to note that consumers rank word-of-mouth recommendations from others as the most trusted form of advertising, followed by TV, print-ads, and permission-based e-mail. Consumers are also more willing to take drastic action to control or outlaw unsolicited emails. More than one-third support "do-not-email" regulations, 27 per cent support taxes and fines on spam, and nearly 25 per cent support outlawing spam. Less than three per cent support no action.

The study Consumer Trust in Advertising: Spam, Pop-Ups, and ROI also found:

- spam is increasing dramatically, with more than 50 per cent of panel respondents receiving more than 10 unsolicited e-mail messages (definition of spam) a day, and more than 30 per cent of panel respondents receiving 25 every day. Of those who receive spam, 47 per cent kill it immediately, 11 per cent deploy spam-killer programs, and 24 per cent read only the subject line without acting on the message.

- pop-up ads lead all ad forms in levels of annoyance and distrust, followed closely by spam and door-to-door solicitations. Nearly 90 per cent of consumers indicated they are "very annoyed" with pop-up ads, while 97 per cent of consumers feel "furious" or "angry" with pop-up ads that appear without warning on Web sites as they search the Internet. Only two per cent say they click on the ads.

Blackshaw continued elaborating on the problem by saying: "What's striking is the sheer intensity of negative consumer emotion on this issue. While marketers are obsessed with clicks, consumers are clearly ticked. Every marketer looking to maximise returns on investment on advertising effectiveness should be running in-depth studies or focus groups on this topic."

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories