San Jose, Calif.—A sizable percentage of marketers believes Web banner advertising is ineffective and traditional media, such as print newspapers and TV, are better sources for advertising and marketing than news websites, according to a study, “Click Here: The State of Online Advertising,” released this week by Adobe Systems.
One-third (33%) of U.S. marketers and 36% of marketers worldwide agreed with the statement “Web banner advertisements do not work,” the study found. When asked, “Which source is best for marketing and advertising?” traditional newspapers and TV topped the list, with 42% of U.S. marketers and 41% of international marketers choosing that response. News websites were rated best by only 13% of U.S. marketers and 17% of global marketers.
The study, commissioned by Adobe Systems and handled by market research company Edelman Berland, was conducted via online survey between October 2012 and April 2013. It yielded responses from 1,750 professional marketers and 8,750 consumers in the U.S., Australia, France, Germany, Japan, South Korea and the U.K.