IAR Bits and Bytes

Survey: Spam, Pop-ups Hurt All Advertising

Consumer revulsion over spam and pop-up advertising has besmirched the entire ad industry, according to a survey by a market research firm.

According to a survey conducted by Cincinnati-based PlanetFeedback, spam and pop-up ads have soured consumers on advertising, particularly online.

The consumer-research firm found that consumers exposed to more spam and intrusive advertising were more willing to support aggressive measures to combat them, such as anti-spam legislation and the use of ad-blocking technologies.

“Spam and intrusive online ad formats threaten the entire advertising space with a trust-eroding, acid-rain effect,” said Pete Blackshaw, PlanetFeedback’s chief marketing officer. “The combination of eroded trust in advertising and accelerated adoption of ad filters has significant financial consequences for advertisers and marketers.”

PlanetFeedback culled the findings from a group of online “opinion makers” — the people, mostly women and consumers with high-speed Internet connections, the company reckons are the most likely to complain to regulators or contact elected officials and companies’ public relations departments to express their opinions.

Print ads ranked as the most trustworthy and least-annoying format, followed by television and e-mail subscriptions. Ranking at the bottom of the list, below door-to-door solicitation, were spam and pop-up ads. Banner ads did outrank door-to-door salesman on the trust scale, but were found less trustworthy than infomercials.

Toyota Sponsors Launch of Yahooligans! Book Club

Kids may not be the ones with the dough, but Toyota’s
betting on the influence they have over their parents, running a summer-long sponsorship of a book club on Yahooligans! .

The book club, along with the sponsorship, was introduced on the front page
of the Yahoo! portal this week, and will be featured on the Yahooligans!
front page, as well. Each of the books that appears is accompanied by a
celebrity recommendation. In the first instance, skateboarder Tony Hawk
recommends “The Stinky Cheese Man and Other Fairly Stupid Tales” by Jon

Toyota’s Sienna Minivan was featured prominently on the book club
introductory message, and will be featured in e-mails kids send to their
parents, asking them for the books that are featured. The sponsorship is
part of the automaker’s “Kids Rule” cross-media campaign, and Yahoo!
describes the online purchase as “significant.”

“Kids don’t have credit cards, but kids influence a lot of spending,” said
Chris McGill, director of news and information at Yahoo! “It’s the same
reason advertisers advertise on Saturday morning cartoons.”

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