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
ABBY Awards 2018 announces jury chairs

MUMBAI:  After announcing the master jury for the creative category, the eminent ABBY Awards that recognises and rewards excellence across advertising, marketing and media has now announced the illustrious jury chairs for the media, broadcaster, publisher, branded content & entertainment,...

MAM Marketing MAM
WATConsult & TOTAL join hands to launch Ride for Legends

Keeping true to TOTAL Hi-Perf Motorcycle Engine Oil’s brand promise of making your ride enjoyable, TOTAL with WATConsult, the digital and social media agency from Dentsu Aegis Network India, has taken a step forward to launch an initiative to salute unsung legends of the country.

MAM Media and Advertising Ad Campaigns
Bajaj Finserv new ad drives awareness around insurance

MUMBAI: Bajaj Finserv has launched a TVC campaign to drive awareness around width of products offered through its lending, life insurance and general insurance arm. The third phase of ‘Think It. Done’ campaign highlights the set of possibilities in every individual’s life thereby giving a solution...

MAM Media and Advertising Ad Campaigns
Fossil assigns media mandate to Carat

Fossil Group, a global design, marketing and distribution company that specialises in consumer lifestyle and fashion accessories, has roped in Carat as its media agency.

MAM Media and Advertising Account
Google Pay launched in US, UK; Tez gets new features

MUMBAI: Google is attempting to become a hit in the vast payment space as well. After launching Google Tez in India a while ago, it has come up with a system to rival the world – Google Pay. It comes elements of Android Pay (a Google product) and Google Wallet. The Android app is free to download...

MAM Marketing MAM
Suzuki Motorcycle rolls out phase 2 of #KamPeetaHai campaign

Post receiving a great response for Suzuki Access 125 campaign of Kam Peeta Hai, Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer, Suzuki Motor Corporation Japan and Happy mcgarrybowen have rolled out the second phase to the campaign for their flagship scooter brand. The campaign...

MAM Media and Advertising Ad Campaigns
Performics.Resultrix bags digital mandate for NIIT

NIIT has entrusted its digital mandate to Performics.Resultrix, the digital end-to-end solutions company under Zenith India.

MAM Media and Advertising Account
FIHL hands media mandate to Carat India

Franchise India Holdings (FIHL) has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.

MAM Media and Advertising Account
Madhusudan Gopalan becomes MD, CEO of P&G India

P&G India has announced Madhusudan Gopalan as the company's new managing director and CEO. He will take charge on 1 April 2018.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories