A new report by the CMO Council, titled ‘How Brands Annoy Fans: The Impact of Digital Advertising Experiences on Consumer Perceptions and Purchase Intent’ has some rather remarkable findings, of interest to advertising and marketing agencies, brand managers and digital agencies.
Bias and fakery
The effect of ad placement on consumer intent
The most negative advertising experiences
When asked what bothers them the most about the way brands are marketed in digital media channels, the top two responses were:
Brand marketing annoyance
When asked what bothers them most about the way brands are marketed, the top response was false, misleading or phony advertising.
Television is still the top channel for advertising messages, but it's a close call:
And finally, almost a third of consumers were extremely concerned about how easy it is to find offensive, hateful and objectional content, including click-bait sites and fake news:
The survey was taken of 2000 consumers in North America and the UK, conducted by the CMO Council in partnership with Dow Jones. The full report is available at:
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