US advertisers continue to rely on a mix of media types, although print is clearly suffering, partly at the expense of internet and digital advertising, according to new research from LinkedIn and Harris Interactive.
The majority of advertisers (92%) are now using internet advertising in their media campaigns compared with 88% that are using print, the research found.
The LinkedIn Research Network/Harris Poll was conducted online within the United States between June 24 and 26, 2009 among 2,025 adults (aged 18 and older) and between June 22 and 30, 2009, among 1,015 advertisers (aged 18 and over).
Less than half of the advertisers asked said they typically incorporate radio advertising (46%), television advertising (46%) and digital advertising, such as through mobile phones (39%).
Four in five consumers (80%) say they find ads that expand on the page and cover the content very frustrating while 79% say ads where they can’t find the close or skip button are very frustrating.
Three-quarters of consumers (76%) find Internet ads that automatically pop up very frustrating while two-thirds (66%) say ads that open if they are “moused over” are very frustrating.
A recent forecast from eMarketer projected that growth in UK online ad spending will be just 0.9% this year (see Low growth predicted for UK online adspend this year).
However, online spending is expected to regain some momentum in 2010 and approach 10% growth in 2011.
A recent Interactive Advertising Bureau Europe report revealed that the European online advertising market was worth €12.9 billion in 2008 (see European online advertising worth €12.9bn in 2008).
