The Consequences of Digital Ad Bombardment
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The document discusses the overwhelming volume of digital marketing messages consumers receive, with 66% of adults in the US and UK stating they receive too many promotions. It highlights the varying responses based on device preferences, showing that consumers are increasingly intolerant of excessive advertising, leading to potential unsubscribing or negative reactions. Tailoring messages to personal interests, location, and context significantly enhances consumer engagement.
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![ANY GIVEN DAY, CONSUMERS ACCESS THEIR FAVOURITE
COMMUNICATION
CHANNELS
THROUGH
VARIOUS
DEVICES.SO DEVICE-SPECIFIC MARKETING, [MOBILE MARKETING, WEB MARKETING ETC]
IS BECOMING OBSOLETE
4. SO WHICH ONE DEVICE
WOULD THEY LIKE TO RECEIVE ADS AND PROMOTIONS ON?
7%click-through
rate in 1996
5. AND WHICH DEVICE WOULD BE THE
MOST UNACCEPTABLE?
We switch consumers on.
Source: YouGov Plc. | Total sample: 2,054 UK and 2,105 US adults aged 18+. | Dates: January 2012 | The survey was carried out online. |
The ?gures have been weighted and are representative of all UK adults (aged 18+)
3. BUT WAIT!
THERES EVEN MORE DAMAGE
66% 66% 28% 37% 20%
66%
27% 11% 10%
of consumers
would unsubscribe
from a brands
promotions if they
thought the messages
they were receiving
were too frequent
of consumers would
respond negatively
to future messages
from that brand
of consumers
would stop using
their product or service
of consumers
would protest
on social media sites
LESSTHAN
0.1%today
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
TOTAL IMPRESSIONS (IN MILLIONS)
impressions
5trillion
impressions in 1996
impressions today
This year
they will receive
at least 735
In 1996 each
person received
30 advertising messages
66%
of adults
in the US and the UK
say they receive
too many promotions
and are exposed
to too many
adverts
172 billion
2. WHAT DOES THIS CONSTANT
BOMBARDMENT DO TO RESPONSE RATES?
6. SO CONSUMERS HAVE DIFFERENT
TOLERANCE LEVELS ON DIFFERENT DEVICES.
WHAT ABOUT DIFFERENT
DIGITAL CHANNELS?
39% 24% 4% 2%
PC
USA UK
LAPTOP
SMARTPHONE
TABLET
of consumers
prefer a detailed
EMAIL
of consumers prefer
a SHORT TEXT-ONLY MESSAGE,
like a Tweet, a Facebook message,
a Google Adwords message,
an SMS etc
respond positively
to QR codes
of consumers respond
positively to Augmented Reality
40%
other
1. CONSUMERS ARE SATURATED BY
THE SHEER VOLUME
OF DIGITAL MARKETING MESSAGES
7. AND WHAT DOES IT TAKE
FOR THE MESSAGE TO CUT THROUGH?
26% 22% 21% 14%
7%
consumers
more likely
to respond to
messages tailored
to personal
interests
consumers more
likely to respond
to promotions that are
speci?c to their
location
consumers more
likely to respond to
promotions that are
contextually relevant
to what they were
doing
consumers more
likely
to respond to
promotions that are
speci?c to the time
they are sent
consumers more
likely to respond to
promotions with
attention grabbing
phrasing
of consumers say they are turned off by unwanted
advertising on their mobile or smartphone
of consumers use
more than one device
to CHECK THEIR
EMAIL
of consumers use
more than one device
to BROWSE THE
INTERNET
of consumers use more
than one device to GO
ON SOCIAL MEDIA
SITES like Facebook,
Twitter, etc
of consumers use more
than one device
to PLAY GAMES
of consumers dont
mind or know which
platform they prefer to
receive promotional
messages over
66% 64% 44% 40% 33%
Note: due to identical or very slightly varying results between the US and UK samples, the single ?gures presented here are the average between the two results.
THECONSEQUENCESOF
DIGITALADBOMBARDMENT
34%
15%
9%
2%](https://image.slidesharecdn.com/digitalbombardment-151105211028-lva1-app6892/85/The-Consequences-of-Digital-Ad-Bombardment-1-320.jpg)
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The Consequences of Digital Ad Bombardment
- 1. ANY GIVEN DAY, CONSUMERS ACCESS THEIR FAVOURITE COMMUNICATION CHANNELS THROUGH VARIOUS DEVICES.SO DEVICE-SPECIFIC MARKETING, [MOBILE MARKETING, WEB MARKETING ETC] IS BECOMING OBSOLETE 4. SO WHICH ONE DEVICE WOULD THEY LIKE TO RECEIVE ADS AND PROMOTIONS ON? 7%click-through rate in 1996 5. AND WHICH DEVICE WOULD BE THE MOST UNACCEPTABLE? We switch consumers on. Source: YouGov Plc. | Total sample: 2,054 UK and 2,105 US adults aged 18+. | Dates: January 2012 | The survey was carried out online. | The ?gures have been weighted and are representative of all UK adults (aged 18+) 3. BUT WAIT! THERES EVEN MORE DAMAGE 66% 66% 28% 37% 20% 66% 27% 11% 10% of consumers would unsubscribe from a brands promotions if they thought the messages they were receiving were too frequent of consumers would respond negatively to future messages from that brand of consumers would stop using their product or service of consumers would protest on social media sites LESSTHAN 0.1%today 0 1.000.000 2.000.000 3.000.000 4.000.000 5.000.000 6.000.000 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 TOTAL IMPRESSIONS (IN MILLIONS) impressions 5trillion impressions in 1996 impressions today This year they will receive at least 735 In 1996 each person received 30 advertising messages 66% of adults in the US and the UK say they receive too many promotions and are exposed to too many adverts 172 billion 2. WHAT DOES THIS CONSTANT BOMBARDMENT DO TO RESPONSE RATES? 6. SO CONSUMERS HAVE DIFFERENT TOLERANCE LEVELS ON DIFFERENT DEVICES. WHAT ABOUT DIFFERENT DIGITAL CHANNELS? 39% 24% 4% 2% PC USA UK LAPTOP SMARTPHONE TABLET of consumers prefer a detailed EMAIL of consumers prefer a SHORT TEXT-ONLY MESSAGE, like a Tweet, a Facebook message, a Google Adwords message, an SMS etc respond positively to QR codes of consumers respond positively to Augmented Reality 40% other 1. CONSUMERS ARE SATURATED BY THE SHEER VOLUME OF DIGITAL MARKETING MESSAGES 7. AND WHAT DOES IT TAKE FOR THE MESSAGE TO CUT THROUGH? 26% 22% 21% 14% 7% consumers more likely to respond to messages tailored to personal interests consumers more likely to respond to promotions that are speci?c to their location consumers more likely to respond to promotions that are contextually relevant to what they were doing consumers more likely to respond to promotions that are speci?c to the time they are sent consumers more likely to respond to promotions with attention grabbing phrasing of consumers say they are turned off by unwanted advertising on their mobile or smartphone of consumers use more than one device to CHECK THEIR EMAIL of consumers use more than one device to BROWSE THE INTERNET of consumers use more than one device to GO ON SOCIAL MEDIA SITES like Facebook, Twitter, etc of consumers use more than one device to PLAY GAMES of consumers dont mind or know which platform they prefer to receive promotional messages over 66% 64% 44% 40% 33% Note: due to identical or very slightly varying results between the US and UK samples, the single ?gures presented here are the average between the two results. THECONSEQUENCESOF DIGITALADBOMBARDMENT 34% 15% 9% 2%