Last week, Microsoft Advertising, MEC and Mindshare Worldwide released a study on changing online behavior and the role advertising plays in this. The study looked a 11 different markets and surveyed between 200 and 400 respondents aged between 16 and 54. A few of the highlights are below:
- Mature markets – UK, France, Spain, Canada, Japan and US – have less acceptance for online advertising than emerging markets – Brazil, China, Mexico, Russia and India.
- For online video advertisements, 17% of emerging market consumers would be happy to see more ads while 18% of mature market consumers feel there are too many.
- 12% of consumers in mature markets think there is too much advertising on social networking sites compared to 25% of consumers in emerging markets who are open to seeing more.
- Consumers in both markets found banner ads, expanding ads, embedded video ads, floating ads, and pop-up ads to be the most intrusive of online advertisements. Map ads, branded SNS profile pages, co-creation, and microsites were least intrusive.