Marketers and the consumers they are trying to reach disagreed on the effectiveness of a wide variety of ad types, according to the survey. Though both groups thought the best ads were those created by professional marketers, nearly half of marketers said this, compared with just 36% of internet users. There was large disagreement about the effectiveness of paid search ads (touted by marketers, played down by web users) and outdoor advertising (the reverse). Internet users were also much more likely to say there were no good or effective ads—positions which marketers were extremely unlikely to hold, for obvious reasons. Read the rest at eMarketer.
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