By Peter Lyle DeHaan, PhD
“Digital Advertising is Being Clobbered by Traditional Media,” so reads the headline from TradingMarkets.com, PIworld.com, and others in summarizing research reported by Zussi Research in August 2010.
The report notes that contrary to the hype surrounding online advertising, traditional advertising is perceived as more informative and necessary than online advertising.
Additionally, 69 percent feel that traditional advertising is relevant to them, versus only 45 percent for online. Interestingly, for the 25-34 year old demographic, the gap widens, with 81 percent feeling that traditional is relevant versus only 53 percent for online.
Furthermore, annoyance with online advertising is twice that of traditional advertising, with many online users irritated at the annoying tricks often used to grab attention.
These findings are something to keep in mind when planning your advertising mix for 2011.