网络广告需要全面改善
●发布机构：Rakuten Marketing
●发布日期：2017年6月
●内容概要：在过去的20年，广告技术有了突出的创新。但技术蓬勃发展的同时，消费者的体验却越来越糟。报告显示，大多数消费者认为网络广告毫无进步，甚至越来越差。82％的消费者者表示，过多的广告干扰了他们的在线体验，尤其是弹框和覆盖内容的广告，前贴片视频广告以及消息推送······
Rakuten Marketing
June 2017
#Online Advertising
日本乐天（Rakuten Marketing）近日发布了营销洞察报告——《消费者的情绪：网络广告需要改变》。报告揭示了全球消费者对网络广告的态度，包括他们对广告干扰的低容忍度——这将导致因广告拦截而产生高达220亿美元的损失。
Rakuten Marketing has released its latest Rakuten Marketing Insights report, Consumer Online Ad Sentiments: What Needs to Change About Online Advertising. The research reveals global consumer attitudes about online advertising, including their low tolerance of interruptive ads – a contributor to the \$22 billion of ad revenue lost to ad blocking.
☆网络广告亟需改善
ONLINE ADVERTISING NEEDS TO IMPROVE
在过去的20年，广告技术日新月异，但技术蓬勃发展的同时，消费者的体验并未改善。 事实上，很多消费者认为在线广告越来越糟。
Over the last 20 years, there has been outstanding innovation in ad tech. But while technology is thriving, the consumer experience is suffering. In fact, many consumers say online advertising has gotten worse over time, and most say it’s interruptive.
63%的消费者表示，网络广告需要改善。
63% of global consumers say online advertising needs to improve.
35%的消费者体验过糟糕的网络广告。
35% have had a bad experience with an online ad.
80%的消费者表示，随着时间流逝，网络广告并没有在任何平台上变的更好。
80% say online advertising hasn’t gotten any better over time, on any device or platform.
83%的消费者表示网络广告干扰了网络体验，尤以澳大利亚（89%）、英国（88%）和德国（84%）为甚。
83% of global consumers say online advertising interrupts their online experience.
67%的受访者认为网络广告中包括侵扰性质内容，包括虚假信息。
67% of consumers associate online advertising with other disruptive content online, including fake news.
☆网络侵扰的代价
THE COST OF INTERRUPTIVE ADVERTISING
32%的网民正在使用广告拦截，还有46%的网民在使用其他方式拦截广告——而广告拦截将导致超过200亿美元的损失，如前文所述。
Ad blocking is estimated to have cost the industry more than \$ 20 billion in ad revenue .32% of survey respondents said they use an ad blocker, and 46% proactively opt out of ads in other ways.
45%的消费者因糟糕的广告体验而放弃网站。
45% of consumers will abandon a site.
26%的受访者通过清理缓存阻止接收品牌广告。
26% will clear their cookies to stop receiving ads from a brand.
☆广告主做错了什么？
WHAT ADVERTISERS ARE DOING WRONG
61%的消费者认为某品牌广告推送过频。
61% of consumers have felt that a brand was advertising to them too frequently.
79%的消费者收到已购商品的广告。
79% of consumers have noticed getting ads for items they’ve already purchased.
☆消费者想从广告中获取什么？
WHAT CONSUMERS WANT FROM ADS
70%的消费者希望广告主明白：当内容有用时，这样的广告才会被认可。
70% of global consumers want advertisers to know that advertising is OK when the ad content is useful to them.
80%的消费者在购买商品前会寻求优惠码。
80% of global consumers seek out coupon codes before making a purchase.
71%的人会经常购买博主或大咖推荐的商品。
71% of them frequently buy items the blogger and influencers recommend.
AdTime观点——
●现实层面：网络广告无用信息过量且推送频次过多已对消费者形成严重干扰，并影响投放效果。
●乐观因素：只要网络广告与消费者的兴趣相符，他们仍然是愿意接收的。
●改进方式：进一步提升内容质量与投放精准度。
原版报告
识码下载
数据及图片来源：Rakuten Marketing官网及对应研究报告
文本编译：AdTime
关于AdTime
AdTime是泰一指尚（股票简称:浙江富润，股票代码：600070）旗下大数据营销品牌，依托于泰一指尚大数据技术实力及持续不断的产品创新，打造出大数据分析平台“Atlas云图”、互动电视广告平台“AdSmart”、移动互联网广告平台“手指客”、网络视频营销平台OTV、互联网广告平台“CCM”、社会化媒体营销服务平台“SNS+”等数字广告产品，为广告主提供基于全网和全媒体的一站式整合营销服务，帮助品牌主实现品效合一的营销目标。