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Advertising on the Internet - irritating but efficient
2006-09-11
The year 2006 is the next year of development on the Internet advertising market. This year also spending on online advertising was significantly bigger when compared to the last year. This trend is confirmed by the results of the latest international research of Gemius SA and its partners. Advertising on the Internet is highly efficient! On average 39% of the respondents express such an opinion. The biggest share of such answers was observed in Romania - 53% and Slovakia - 46%. In the Czech Republic the online advertisement is perceived to be efficient by 43% of the respondents. Regardless of the country Internet users preferred rather the less aggressive forms of advertisements, such as banners, sponsored links, billboards and buttons.
The research "Attitude towards Internet advertising" was conducted by Gemius SA with cooperation of its local partners, in seven European countries: Hungary, Lithuania, Poland, Romania, Slovakia, the Czech Republic and Ukraine. As we can see in the comparison report with the results from all the countries, more than half of the respondents perceive advertisements to appear on the Internet too often and to be irritating. The biggest share of such opinions towards both types of advertisements was observed in Poland and Lithuania. In the Czech Republic 59 % of respondents consider online advertisements irritating and 69 % claim that they are emitted too often. Internet users perceive TV adverts (62%) to be more irritating, when compared to the online ones (55%). According to approximately half of the respondents on average advertisements are informative. It was indicated mostly by the Romanian (70%) and Slovakian respondents (62%), whereas in the Czech Republic 57 % express such opinion. Most of the surveyed Internet users accept online adverts as a source of information and most of them declare to click on them while browsing on the Internet. The respondents not only click on adverts, but most of them also look for additional information about the advertised products/services, as well as they often choose the option of purchasing the products straight after clicking the online advertisement. All in all, according to the opinion of a considerable group of respondents, online advertising is efficient.
The research shows that the most recognized formats used in online advertising are e-mailing (61%) and pop-up (56%). Not more than 40% of the respondents selected the toplayer (39%), the skyscraper (38%) and the interstitial (35%). The e-mailing format was the most known among Internet users in Slovakia (69%) and Poland (67%), while the pop-up in Hungary (67%) and Lithuania (63%). In the Czech Republic the most known creative format appeared to be Billboard (70,% of the respondents mentioned it). Generally the Internet users' favourite formats turned out to be the banner (35%), the sponsored link (34%), the button (33%), the billboard (32%) and streaming (31%). This means that Internet users prefer those formats that do not interrupt their activity on the Internet too much. The least liked were pop-ups (11%) and pop-unders (11%).
Internet users complain, click and...buy
Internet advertising - regardless of its formats - seems to serve its purpose and it effectively encourages Internet users to buy the advertised product or at least to visit the producer's web site. A majority of Internet users declare to click on online advertisements (77%). Among all the surveyed countries, the biggest percentage of those who declare to click on Internet adverts was observed in Slovakia (85%), then in Hungary (84%), Romania (83%), and the Czech Republic (80%), whereas the lowest in was in Poland (64%). What is interesting, the format of the creative is important only in the case of 15% of Internet users and the most important for them is the advertised product or service (46%) and the fact whether the advertisement is pretty and nice. Internet users are also very pragmatic and demanding clients. They value not only the possibility of buying the product straight after clicking on the online advertisement and being redirected onto the online store's web site (35%) - the biggest number of answers favoring such options were gathered in Slovakia and the Czech Republic (46%) - but they also search for additional information about the advertised products or services (on average 80% of all the respondents).
The Internet advertising industry is the fastest developing advertising market. According to the predictions, the forthcoming years will be not only the time of campaigns based on high multimedia technology but also - what should delight Internet users - the time of more contextual and less intrusive advertising in search engines.
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International Operations Department - contact@gemius.com