Print-based advertising is coming more interesting and engaging, a new survey shows.

A poll conducted by Harris Interactive and Adweek Media reveals that more than half (55 per cent) of respondents said they found current print and online ads interesting.

Some 47 per cent said today’s ads are “somewhat” interesting, while a minority of respondents (eight per cent) said they found them “very” interesting.

However, two in five respondents find current ads lacking, saying they don’t find them engaging enough.

The survey, which questioned more than 2,000 people, also found that older people are more likely to find ads less engaging compared to their younger counterparts, with 62 per cent of those aged 55 and over believing advertising is currently not good enough.

“These days advertisers are in a quandary,” commented Regina A Corso, director of the Harris Poll. “They need to promote their products and services yet be mindful of the fact that [people] are just not spending much money.”

A recent survey by MarketingSherpa found that a quarter of marketers rated subject line tests as “very effective”.
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