It’s the biggest question in advertising.
It’s also the one where the majority of people don’t understand what a good advertisement is.
But a new report from advertising consulting firm Deloitte shows that the majority would rather hear about an ad than know what it’s for.
“You’re likely to be very impressed by something that’s not necessarily relevant to your business, but there’s a lot of people who can get excited about it and go out and buy it,” said Brian McQuade, the executive director of Deloise.
In a study of more than 3,000 U.S. consumers, Deloiste found that about 85% of respondents would be more likely to buy an ad if they knew more about it.
The survey was conducted from May 18 to 22 by the Deloised, an ad research firm based in London.
The study also found that those who did understand the ad were more likely than those who didn’t to buy the ad.
“It’s a big disconnect between the types of people that will buy and what the advertising agency is actually going to use the product for,” McQuades said.
The Deloide report is one of the first attempts to quantify the value of ads.
For years, marketers have used surveys to track consumer interest in a wide range of topics, but they can’t always tell exactly what the answers to questions like this reveal.
The results, which can range from surveys about which product or service people are most likely to like to see, to the purchase decisions made by shoppers themselves, are often hard to gauge.
For this reason, marketers often rely on their sales teams, who are trained to spot the right people and the right ads to target them.
Deloite found that this isn’t always enough.
In its report, the firm said that “advertisers who can measure and understand consumers’ needs for product and service and then use the information to target that marketing campaign may be able to have a better understanding of what they are willing to pay for and how they are going to spend their money.”
For example, if an ad is good for your company, it might be good for consumers who are buying your products, and advertisers who are able to track their behavior to understand how it will affect their buying behavior will be able better tailor their campaigns.
In the case of the Deloset report, McQuaded said, “We’ve been working with some of the top brands in the world, and they’ve been asking us to do some very rigorous studies on the effectiveness of their advertising and their advertising campaigns.”
The firm’s research also found an apparent discrepancy between what consumers actually want from a product or company, and what they’re willing to spend.
“There’s a significant amount of misinformation around what people really want,” Mcquade said.
“I think a lot is based on the idea that the consumer’s just not interested in that.”
Deloit also found, though, that the most important part of an ad campaign, besides getting consumers to spend money, is what the ad says.
That can include information like how often people come to a website to visit it, and the type of product the person is purchasing.
“The most important thing is the message,” Mc Quade said, explaining that that should be the top priority of any marketing campaign.
For example: “If your ad is for a health product, you should be showing the most frequently used health conditions and most frequently purchased products.”
That’s the kind of information advertisers need to know how to create and deliver ads, Mc Quades said, noting that many people will go to an online retailer for a product that’s advertised as having a cure for their symptoms, even if they don’t have a medical condition.
“If you’re selling a new car, that’s a really important piece of information, because it’s the one that really tells people, ‘Here’s what the vehicle is capable of doing.'”
The study was commissioned by a company called Google, and it’s published in the July issue of the International Journal of Behavioral Marketing.