"Although the new media may be better at helping people solve problems, which represents a unique reason to come to digital media platforms, when I’m tracking down information or looking for an answer or trying to compare things or searching for a link, ads are irritating to a degree not true when I’m relaxed and unwinding with TV or a magazine and thus more open to diversion.”
"We don’t quite know how to develop advertising for digital media. There’s a lot of experimentation, and we’re probably not as good as we think.”
--J. Walker Smith, president, Yankelovich Monitor
Ads that made an impression in traditional media were more likely to stimulate word of mouth than ads that made an impression in digital media- when people liked the ads.
-- Study “When Advertising Works,” conducted by Yankelovich in association with Sequent Partners June 2008.
