Public’s new-media ad fatigue not as great as feared

Public fatigue over advertising is not nearly as widespread as is commonly assumed, according to the latest research from IDC.

LONDON (Brand Republic) - Public fatigue over advertising is not nearly as widespread as is commonly assumed, according to the latest research from IDC.

The report, Advertising Tolerance in Emerging Media, found that although some forms of ads in new media -- such as pop-up windows on the web -- are widely reviled, consumers will readily accept many emerging forms of advertising when they can call the shots.

Most participants thought web advertising to be “a good thing” and said they would not use ad-blocking software if it were offered to them free of charge. Banner ads are the most tolerated form of advertising in emerging media. The least popular is text messaging or ads on mobile phone web interfaces. This consumers see as being “intrusive”.

IDC interviewed six groups of consumers -- half of whom were at college -- with high levels of new-media use. It examined consumer tolerance of advertising across media including mobile phones, palm-top computers, email, web pages, voice chat sessions, voice portals and long-distance telephone services.



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