MANILA, Philippines – Internet ads may be more informative but it remains weak in encouraging consumers to buy products being promoted, a survey undertaken in eight countries including the Philippines said.
More than 60 percent of consumer respondents said that television commercials were more enjoyable and more likely to make them want to buy the product that was being advertised, a study carried out by research firm IDC said.
“While the Internet offers a huge potential for marketers to target and engage audiences, it is still seen as a very fragmented medium. And while online ads are seen as more informative than ads in other media they suffer from being perceived as more annoying and less enjoyable than TV or print-based ads," Claus Mortensen of IDC Asia/Pacific’s emerging technologies research said in a statement.
Conducted among Asian consumers last March, the survey also suggested that online video advertising is a good medium to capture the interest of Asian consumers.
More than seven out of ten respondents said they watched video commercials on the Internet and more than 80 percent said they had watched movie trailers online.
Almost 60 percent of respondents said they would be “highly interested" in watching a commercial if it was funny.
Meanwhile, Asian companies said that they spent on online advertising because it is considered as more cost-effective and targeted than traditional advertising.
But the relatively low impact on consumers’ buying decisions indicates that companies may be wasting much of their resources when going online, the survey said.
Although advertising agencies are often seen as necessary go-to-agents for offline advertising, less than 20 percent of the companies surveyed said they were going online upon the advice of an agency.
“Our research indicates that companies will need to be very selective when they choose their online advertising approaches if they are to achieve the full potential of online campaigns—and perhaps agencies could do a better job of guiding them to choose this channel," Mortensen stated.
While the survey’s consumer segment covered Australia, China, India, Korea, the Philippines, Singapore, Thailand and Vietnam, the enterprise component was undertaken through phone-based interviews with 302 companies across markets in Australia, China, India, Korea and Singapore.