What Ad Types Are ‘Most Helpful’?

Harris Interactive conducted a survey (.pdf) in early June about what ad types people found helpful in making purchase decisions and what types of ads they ignored. TV won, with newspapers second and search ads third:

Picture 31

I’ve written up the results on Search Engine Land.


4 Responses to “What Ad Types Are ‘Most Helpful’?”

  1. Dave Hucker Says:

    Maybe yellow page ads fall into the “none of these category”. Do you have a link to the actual study? It’s somewhat surprising that Harris didn’t consider yellow pages in the study. YP is one of the most used forms of “directional marketing” known. Not as ‘sexy’ as Television, but yellow pages work.

  2. Greg Sterling Says:

    Yes, YP and mobile were not on the list. I suspect some number of people would say that YP ads are helpful if that was a choice.

  3. Greg Sterling Says:

    Dave: Here’s the link: http://bit.ly/uyRpO (and above)

  4. Dave Hucker Says:

    Greg…thanks for the linky 🙂

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