New research from News Media Canada, Local Newspapers: Trusted and True, finds that half of community newspaper readers report advertising, flyers and inserts as reasons for reading their printed newspapers, following local information as the primary reason. Print newspaper ads are effective at driving awareness, store visits and purchases while digital ads prove more popular for research, both online as well as offline.
Overwhelmed by the Internet, half of Canadians block ads
More than half of Canadians surveyed (53%) respond to digital advertising with ad blockers, primarily on computers and to a lesser degree on tablets and smartphones. On a daily basis Canadians are surrounded by media, bombarded by thousands of brand messages on an increasing number of traditional and digital platforms. Digital interactions in a single “Internet Minute” are mind boggling. Canadians tell us that they don’t want to see ads in social media – only 16% look at ads, posts or videos for products and services. Social media is used primarily to communicate with friends (65%) and share stories, photos and videos (48%).
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