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Nearly 1 in 10 consumers surveyed (9 percent) say they are influenced or greatly influenced by sponsored links when searching for products or services on the internet, according to an analysis of BIGresearch’s Simultaneous Media Survey (SIMM 11), writes MarketingCharts.
Advertisers are allocating more dollars to sponsored links, and understanding who is influenced by them has become a requirement for effective allocation, BIGresearch said.
Among the findings:
See tables of life events and planned major purchases in the next six months.
“Consumers who are influenced by sponsored links appear to be on a mission due to some event in their lives. As a result, they are self-directed when using media, which is why they prefer digital media options that allow them to get the information they want when they want it,” said Gary Drenik, President of BIGresearch. “Advertisers looking to reach people in the market to buy should look at this consumer segment as an important part of their ad mix.”
About the data: BIGresearch’s syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. SIMM monitors more than 15,000 consumers twice each year; 15,727 respondents participated in the latest SIMM survey.
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The survey…
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