Some 70% of advertisers are confident that their web ads are on point. Adobe reckons they’re wrong.

All of the ads, some of the time

You can’t please all the people all the time, but better market research, selective targeting and message tailoring should be getting us close, right?

Nope.

Adobe’s State of Digital Advertising 2018 reports that only 27% of people think online ads are ‘often’ relevant to them. Nearly three quarters of the population think online ads are usually off the mark.

Social less relevant than it thinks

All segments over 37 years say TV is still the ad channel with the most relevant ads. Social media is a close second for Gen X, but it drops off sharply for older demographics.

Gen Z (18-19) and millennials (20-36) think social media is the most relevant, with TV a close second.

Across all ages, women (35%) are significantly more inclined than men (22%) to see social media as the most relevant channel.

Some of the people, all of the time

Adobe found that 8% of people think the ads they see online are always relevant’.

It’d be good to know who those people were, so we could tick that box and move on.

Do you genuinely integrate content and media strategies to optimise relevance? Is there some other ingredient needed to spice up the recipe?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.