Effectiveness of Ads

Healthcare Marketing: Are Your Internet Ads Ignored?

Research shows Americans ignore internet ads more than advertising in any other medium.

The old adage that “half of my advertising budget is wasted, now if I only knew which half” appears to have a lot of merit. Especially with internet ads.  Research produced by Adweek/Harris Poll from an online survey conducted by Harris Interactive indicates that:

  • 63% of Americans ignore or disregard internet ads.
  • 43% say they don’t pay attention to banner ads.
  • 20% ignore search ads.  

For hospital marketers, those are significant numbers.

Wayne Friedman reported the findings in MediaPostNews.  Other media compared to the internet faired much better.  Only 14% ignore television ads, 7% for radio and 6% for newspaper.  Probably not surprising, 91% of consumers ignore some of the ads they see.

Even out of the largest users of the internet, adults 18-34, 40% of them state they ignore internet banner ads.  And of those consumers who have some college education or a college degree, 46% ignore banner ads compared to just 40% of those with a high school diploma or less. There was practically no difference between men and women.

So for healthcare marketers maybe we shouldn’t rush out and totally embrace internet advertising and shift significant amounts of money away from traditional media.  Some voices are constantly telling us that our budgets are out of whack because the percentage we spend on internet advertising is typically far below the percentage of our audience who are regularly on the internet.

Sure, we should have an internet presence and take advantage of opportunities of reaching and engaging our target audience.  But the number of people using the web is not the only factor to consider.  Research is indicating that it’s harder to break through the clutter and gain traction with internet advertising than with traditional mediums. 

Internet advertising is viable and should be in the media mix but it’s certainly not time to abandon traditional mediums for the web.   Internet advertising and social media are the new kids on the block.   But the old standbys aren’t dead yet.  In fact, this research indicates less of our advertising on traditional mediums is not as wasted as much as advertising on the internet.  But of course for each medium, we are still stuck with the question: which part is wasted and which is effective?

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Healthcare Marketing: Consumers Say Ads Influence Purchases

A majority of consumers admit advertising is helpful when deciding what to buy.

Consumers like to attest that advertising has no influence on their buying decisions.  But a recent survey by Adweek-Media/Harris Poll found that in unguarded moments consumers admit advertising is influential when deciding what to by.

Sixty percent of consumers admit they find advertising to be helpful in their decision-making process. But the influence wielded by different media may be surprising.

The poll found that the most influential medium is television. A full 25% say television is the most helpful in deciding what products or services to buy.  Television ranks even higher than Internet search engine ads, which came in second at 18%.  Newspaper was cited by 15% of the respondents as being most helpful and only 2% selected internet banner ads.

In a time when many are skeptical about the effectiveness of traditional media, this survey indicates it still plays a major role influencing consumers.  Healthcare marketers can still have confidence in advertising effectiveness.  Advertising is still an asset and effective.

Additionally surprising, the poll indicates television is effective in influencing even the 18-34-year-olds. Twenty-four percent of that group rate television as most helpful in making buying decisions.   And even more surprising is that 20% of 55-plusers rate internet banner ads as most helpful compared to 16% of the 18-34 group.

Maybe our stereotypes about effectiveness of various media among different age groups are not entirely correct.  Research is very helpful in dispelling some of our preconceived ideas.  And research certainly shows that advertising still does influence buying decisions.