New Ideas in Marketing
Essential news for marketers, summarised by YouGov

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.

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