Customer response and engagement for advertising has plummetted by 19% globally, according to The Fournaise Marketing Group.
Advertising response fell the most in mature markets (US, Europe and Australia) with an average drop of 23%.
The US recorded the greatest drop, with 27% fall in advertising response, Europe followed on 24%, while Australia fared slighly better, recording a fall of 18% fall in response.
Developing markets like China and Southeast Asia were not spared and faced a 16% decrease in customer engagement with advertising
“The results/trends we just released are based on the performance of a selected pool of 50,000+ ads our solutions tracked in the first half of 2011 across all media (including traditional and online) for our B2B and B2C clients across 20 countries worldwide,” a spokeswoman told B&T.
The study found that B2C and B2B ad campaigns were both affected: B2C struggled to generate incremental customer demand with a 20% fall in customer response and engagement rates, while B2B campaigns experienced an 18% decrease.
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