Rick Bruner, director of research & industry relations for DoubleClick presents some eye-opening research on consumers attitudes towards advertising. In his presentation he highlights his companies findings about the mind-set and actions different segments take in response to advertising, including the gender, age groups, heavy media users and self-proclaimed “ad haters.”

Conventional wisdom is that consumers hate advertising, period. The truth is much more nuanced than that, and not nearly so negative. In a survey of more than 6,000 online consumers,

DoubleClick found that two thirds of respondents agreed that they pay more attention to ads when they are planning a related purchase. Half said they appreciate advertising’s role in subsidizing the cost of the media they consume. More than a third said ads often provide useful information. And fewer than 20 percent claimed to hate advertising.

In its “Touchpoints IV Focus Report,” DoubleClick looks closely at the variety of attitudes and actions consumers take in response to the advertising in their lives, online and offline. The analysis looks at the attitudes and actions that different segments take in response to advertising, including the gender, age groups, heavy media users and self-proclaimed “ad haters.”

Highlights of the research include the following:
• People acknowledge that ads affect their purchase decisions
• People’s opinions about ads are mixed and sometimes positive
• Older consumers value ads more in principle, while younger people value ads more in practice
• Heavy media users respond more positively to ads in those media
• People who say they hate all ads still pay attention and act on them

Rick Bruner is the director of research and industry relations for DoubleClick. Read full bio.

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Presenter: Rick Bruner, Director of Research & Industry Relations, DoubleClick

Format: Zipped Powerpoint