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Internet Travel Monitor - Marketing & Research
February 6, 2008
Ad Receptiveness Varies by Activity
NEW YORK, NY – The Internet is used for a plethora of activities and as a result, consumers have varying receptivity to advertising messages. But there are some discernable patterns in usage, which has important consequences for successful online advertising, according to research commissioned by MEC Interaction and Microsoft Digital Advertising Solutions.
Communicating is a primary activity and occupies 41% of time spent online. However other activities such as information gathering, transactions, entertainment and creative expression are all interspersed throughout the day and may or may not take place online alongside other activities, such as working, socializing, or consuming traditional media.
"Interruptive, push advertising is well received only when consumers are surfing the Web or actively seeking information," says Julian Smith, MEC Interaction research director. "Self-service and participatory branded content and applications, such as decorative online content, gadgets and co-creation platforms, are more welcome by consumers in the growing realms of social, Web 2.0 user behavior."
Therefore, "advertisers should look to blend interruptive, push advertising with more engaging brand content and applications, taking into consideration daypart, environment and emotion of online activity," notes Mr. Smith.
Copyright 2008 eMarketer Inc. All rights
reserved. From http://www.emarketer.com.
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