At 63%, clutter most responsible for hampering ad awareness

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 20, 2019, 4:47 AM UTC

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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