More NewsReport: Internet Ads Should Stress Mental Stimulation

Report: Internet Ads Should Stress Mental Stimulation

Internet marketers should appeal to users' desire for mental stimulation and escape, according to a BBDO New York report released Thursday that looked at consumers' attitudes toward different media.

Internet marketers should appeal to users’ desire for mental stimulation and escape, according to a BBDO New York report released Thursday that looked at consumers’ attitudes toward different media.

“Agencies already look at cost efficiencies, audience delivery, program ratings, et al to help decide where to place a client’s advertised message” says Karen Olshan, executive vice president and director of strategic operations at BBDO New York.

“We decided to undertake this study to augment our learning, based on the belief that consumers’ images of a given medium affect their perceptions of an advertised brand.”

The study found that the Internet has replaced television as the medium for escape. Television is seen as a place people go to seek entertainment, and it, therefore, is seen as fun.

Magazines have the most aspirational image of any medium, according to the study. Radio is perceived as young, and newspapers are seen as the most traditional.

BBDO based its conclusions on interviews with adults from eight geographically dispersed markets across the US.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts