DoubleClick: Online Ads Affect Word-of-Mouth
Online advertising can effectively influence word-of-mouth, says a new study from online advertising company DoubleClick.
“Influencing the Influencers: How Online Advertising and Media Impact Word of Mouth” is part of DoubleClick’s Touchpoints IV survey series and examines how influential people in a community affect purchasing decisions for various product categories.
“Influencers are media gurus and they pay attention to advertising, especially online and in emerging media platforms,” said Rick Bruner, DoubleClick’s director of research in a statement.
Apparently, influential individuals are hearty consumers of all kinds of media, especially the Internet. They also pay close attention to advertising that appeals to them and are more likely to take an active role in controlling or blocking their exposure to advertising that doesn’t. They are also more readily embrace new forms of media like blogs, podcasts and online video.
“There has been a lot of research to establish that a small segment of people have disproportionate influence on how the rest of us — their friends, family, and co-workers — make purchase decisions,” added Bruner. “So, if the question is ‘how can companies spend their marketing dollars to impact word of mouth,’ the answer is to reach those influencers though advertising.”
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