TNS Infratest: High acceptance of online advertising
Ad-supported online services are widely accepted by users. Users are largely unwilling to pay in the future for content that has been free until now.
This is the key finding of a recent study by TNS Infratest, for which 756 online users in Germany aged 14 and over were surveyed on the occasion of the Dmexco trade fair for digital marketing in Cologne. According to the survey, 89.9 percent of online users would accept the display of advertising if the websites they regularly visit remained free of charge. In contrast, 8.7 percent would like ad-free websites and in return would be prepared to pay a small amount of money for previously free content.
The results show that banner advertising is highly accepted because it serves to finance online content, as Carsten Theisen, Director of the Digital Center at TNS Infratest, states. However, the general acceptance of advertising says nothing about the actual advertising impact.
TNS Infratest has developed Digital Ad Effect, a tool for precisely measuring the effectiveness of digital branding campaigns. In cooperation with Alenty, it can be used to precisely define what makes digital campaigns successful in terms of brand management, media planning and cost optimization, TNS Infratest said in a press release on Tuesday. The TNS Digital Ad Effect performance indicators include, for example, advertising visibility duration, share of screen, interaction time for rich media banners, brand impact and advertising impression. In contrast to other tools, which often work exclusively on the basis of advertising media delivery, TNS Digital Ad Effect provides detailed information on which components of a campaign consumers really react to and how long their advertising media contact actually lasts.
