digital ads

Welcome to the Digital Age

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How long has it been since you ordered a new print magazine subscription? Just a few years ago, I was always excited to receive my new National Geographic or Cosmopolitan magazine in the mail (weird combination, right?). Now, the only time I ever look at magazines is if I am waiting in line at the grocery store. Within the past few years, print advertisements seem to be fading away along with print publications. The only reason I still subscribe to the Sunday paper is because of the coupons. I can actually get the same coupons online, but it costs more to keep ink in my printer than it does to just buy the paper.

What about advertisers who depended on magazine and newspaper ads to sell their product? Most of them have restructured their marketing plan, allowing for more digital advertising. Within the past few years, digital ads seem to be taking the place of print ads. I work in a digital marketing department within a multibillion dollar corporation. I’ve seen this first hand as our advertising budget is shifting more towards the digital side. Even though there are more digital ads now, are those ads as effective as print ads? More effective? Does the consumer pay as much attention to digital advertisements? Maybe they pay more attention.

Using Survey Monkey, I created a brief survey in attempts to better understand the impact of digital advertising in today’s society.  For my survey, I chose to explore the effectiveness of digital ads in relation to more traditional print advertising. After analyzing the survey results, I hope to better understand the following:

  • How demographics (age, income, education) play a role, if any
  • The credibility of digital ads, as perceived by the consumer
  • How digital ads affect consumer buying habits, if any
  • Digital browsing habits of consumers
  • Digital advertising’s role in determining ROI

By being able to better understand where the target consumer spends their time online and they type of digital ads they trust, marketers will be able to more effectively allocate digital marketing funds in order to achieve conversions. From personal experience, I feel like I am more exposed to digital ads than print advertisements. I actually learned about UF’s Social Media Masters program from a LinkedIn ad. After seeing the first ad on LinkedIn, it also showed up on my Facebook page, leading me to click on the link and request more information. Would I have looked at the same ad in a magazine twice and took action on it? Maybe not.

If you haven’t had a chance yet, please take my survey: https://www.surveymonkey.com/s/GWGCVFK

I’m looking forward to analyzing the results. Thanks for visiting my blog!

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