Monday, August 13, 2007

Why it's so hard to figure out what's going on

A recent post over at Jaffe Juice caught my eye regarding what sources of information Millennials use to find out about 'trendy and hot products' (paraphrasing here, but that's not far off).

I remembered reading something else about TV advertisements recently among tweens, and found the article here.

So from Jaffe's article, only 29% of Millennials find TV ads informative for new trends and cool products, yet 87% of tweens feel that TV ads are one of the best ways for companies to inform them about new products. (?)

But wait, there's more! 78% of Marketers today believe TV advertising is less effective than it once was. However, if you include animals in your ad (particularly Monkeys), effectiveness improves! But unfortunately, Monkeys aren't any defense against ad skipping - 20% of households have DVRs that allow them to skip over the Monkey Ads! And, believe it or not, ad skipping has been going on for ages - 25% of people channel surfed during ads back in 1999.

Maybe all these tweens just love the humorous ads, because it's been proven humor works. Although people are less likely to buy products from humorous ads - but that's beside the point, isn't it?

Forget TV, we'll just put up a whole lot of 'wow' inducing pop-up rich multimedia, targeted, online ads - oh, 81% of people will block them, hmmmm.

Ok, Word of Mouth (WoM) to the rescue. It's been proven beyond a shadow of a doubt that 90% of people believe 80% of all WoM messages told to them by half of their friends (still trying to find a link for this one).

The lesson for Marketers then is that a humorous Monkey posing as your friend is about the most effective messaging tool there is.

I'm glad it's so clear.

Digg this
Sphere: Related Content

No comments: