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Print Ads Still Rule the Consumer Confidence Roost

Trend Summary: A recent survey reveals that print ads influenced a purchase by more respondents than any other paid medium.

In a recent survey of more than 2,000 US consumers, data specialist MarketingCharts found that print ads (82%), followed very closely by TV ads (80%), influenced a purchase for more respondents than ...

... any other paid medium.

Also rated for trustworthiness were Direct mail (76%), radio ads (71%) and out-of-home ads (69%) while, perhaps surprisingly, the bottom-ranked eight were all variations of digital ads, from search down to mobile and pop-ups.

Trust doesn't translate into embrace, however, since traditional media ads are not immune to being ignored. Even satisfied customers will ignore their print ads (35%), discard their print ads or catalogs (34%), or mute, skip or turn off the TV channel (34%).

It is more than twenty years since ads starting appearing in digital media, yet the industry has made little to no progress in building trust either with users and not with with agencies and brands either.

Read the ortiginal unabridged article.

[Estimated timeframe:Q4 2016]

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