Respondents to Forbes’ survey rated ad networks and video ads as least effective.
Among other study highlights, brand perception was considered most influenced by sponsorships and pay-per-impression programs in digital publications. Ad networks and PPC search were rated least effective.
The low rating of ad networks in support of both conversion and brand perception is due to its primary role in demand fulfillment rather than demand creation, according to Forbes.
The study, “Ad Effectiveness Survey,” polled marketers online in February and March on their attitudes toward digital marketing. It generated 112 responses.