SOURCE: Prospectiv
|
May 13, 2008 08:03 ET
Eighty-Seven Percent of Consumers Say Advertisements on Social Networks Not Speaking to Them, According to Prospectiv Survey
Consumer Opinions Show Openness to Ads, but Only If They Are Targeted to Their Specific Interests and Preferences
WAKEFIELD, MA--(Marketwire - May 13, 2008) - As the industry debate continues about the
relevance and effectiveness of advertising within social networking sites,
recent poll results shed some light on consumer opinions about these
issues. Prospectiv's poll of nearly 800 users of social networking sites
such as Facebook, MySpace, Friendster, Hi5 and others reveals that 87
percent surveyed feel that very few (58 percent) or none (29 percent) of
the ads and offers they're currently seeing on social networking sites
match their specific interests and preferences. Additional findings
indicate that despite much debate about the acceptance of advertisements on
social networks, 56 percent polled said the quality of their online
experience would be improved if social networking sites provided more
targeted advertisements and offers tailored to their specific interests and
preferences.
Prospectiv (http://www.prospectiv.com), a provider of online customer
acquisition solutions to leading consumer brands, is the owner of the
online properties Eversave.com and
Healthier.com, and operates a lead
generation platform used by publishers across the Web.
What Consumers Want From Advertisements
According to the survey, consumers said the types of tailored ads and
offers they would respond to are:
-- One-off coupons and discount offers from the brands and products they
buy (62 percent)
-- E-newsletters featuring coupons, discounts, news and tips about
favorite brands (24 percent)
-- Invitations to join interactive email groups, online forums and social
networks for sharing and communicating (14 percent)
Consumer Opinions of Current Advertisements
Prospectiv's poll results show that although members of social networking
sites are open to receiving offers and promotions from marketers, the
majority of the advertisements currently on social networks are not
speaking to their needs, preferences or specific interests. The survey has
shown:
-- Very few ads match consumers' interests and preferences (58 percent)
-- None of the ads match consumers' interests and preferences (29
percent)
-- Most ads match consumers' interests and preferences (13 percent)
Because ads are not matching consumers' interests, consumers are not
clicking on them. The survey has shown that more than half (54 percent) of
consumers never click on advertisements on social networks, 39 percent of
consumers occasionally will respond to ads and only 7 percent will often
respond to ads.
Additionally, 85 percent of consumers said they are more likely to join a
free social networking site supported by advertisements and offers targeted
to their interests rather than a paid social networking site without
commercial advertisements.
"These poll results clarify that members of social networking sites are
open to offers and promotions as long as they are targeted to their
interests," said Jere Doyle, Prospectiv's CEO. "The next step for the web
publishing industry seeking to monetize their online communities is to
improve ad relevance, and the best way to do this is to work with online
lead generation providers and ad networks that have the brand
relationships, technologies and services to ensure that the ads presented
are tailored to their audience's needs and wants."
About Prospectiv's Consumer Preference Index (CPI):
Prospectiv has access to millions of consumers through its online Web
communities, Eversave.com and Healthier.com, as well as from its broad
network of publishers. Prospectiv is able to compile insightful survey
data from a diverse panel of consumers on a wide variety of topics relevant
to advertisers and marketers. Prospectiv compiles this data using its
advanced polling and survey technology across the Web.
About Prospectiv:
Prospectiv is a pioneer in the lead generation industry and provides
customer acquisition and email marketing solutions to leading consumer
brands. The company specializes in finding, engaging and acquiring
consumers interested in leading advertiser's brands and products and
converting them to long-term profitable customers. Prospectiv generates
more than 50 million pre-qualified leads per year on a pay-for-results
basis for clients, including many Fortune 1000 companies such as Procter
and Gamble, Wal-Mart, Pfizer, Disney, Nestle and Schering-Plough.
Prospectiv operates several Web properties, including Eversave.com, and Healthier.com, and also provides
leading publishers with a lead generation platform that creates a
significant incremental revenue stream from their Web site traffic. Founded
in 1999, Prospectiv is privately held and is based in Woburn, Ma. For more
information, please visit http://www.prospectiv.com