Dotcom Ads Confuse The Public, Says Ogilvy Report

Consumers are confused by dotcom advertising and need help and guidance when dealing with new technology, rather than patronising complex imagery. This is according to a new report commissioned by OgilvyInteractive which showed that despite a massive adspend by dotcom brands, unprompted awareness of their products was negligible.

A total 1000 adults were surveyed from which 72% were unable to recall the name of any company providing services or products via the internet without a prompt. Awareness increased on prompting but many still had little understanding of what services the brands were offering.

Beth Barry, executive planning director at Ogilvy, said: “There is a general consensus that assumptions are being made on the part that the internet plays in the consumer’s life. The companies are also assuming a high level of existing knowledge of this medium. The consumer then feels ignorant and therefore switches off to the message. The result is cynicism.”

Brands are neglecting the tried and tested marketing rules. Symbols, jingles and mnemonic devices are rarely used in dotcom campaigns but research shows that it is these devices which still bring the highest levels of recall. Lycos, for example, uses the simple image of a dog retrieving information and was amongst the most remembered ads.

The collapse of boo.com last week was blamed in some quarters on the online retailers’ ad campaigns, which were unclear and confusing. This recent research shows that many consumers still need guidance when it comes to buying online products and prefer simple advertising.

Paul Simons, chairman and CEO of Ogilvy UK, said: “We are all at the beginning of the interactive age and need to keep a firm grip on the means employed to market pre-dotcom brands, together with the new media channels that are increasingly available to us. We mustn’t be blinded by technology for technology’s sake – it not only confuses us, but also the very people we are trying to reach.”

Ogilvy & Mather: 020 7345 3000