The World Federation of Advertisers (WFA) surveyed 100 of its members belonging to 70 companies.
WFA’s study found that only 8% of respondents believed that ad awareness has seen a dramatic increase over the last five years. The factors identified to be hampering ad awareness are clutter at 63%, followed by increasing ease of ad avoidance at 53%.
However, ad effectiveness was noted by 30% of those surveyed to have “increased dramatically” over the last five years. 72% of those polled said that in this period of time, lower-purchase-funnel messages had improved in effectiveness.
Challenges in awareness are being addressed by investing in programmatic, offline advertising, POS and ecommerce. Among these, ecommerce is a top priority for 28% of respondents. Programmatic was identified as a “top” priority by 26% of those polled and as a “high” priority by 47% of them.
[2 minute read]