Marc Pritchard famously said “It is time for marketers and tech companies to solve the problem of annoying ads and make the ad experience better for consumers.”
What do his peers think? The CMO Club has partnered with Thunder to publish a “Guide to Solving Bad Ad Experiences,” which includes a survey of over 80 CMOs and an interview with the CMO of Farmers Insurance on the impact of bad ads and how people-based marketing can fix them.
Some key findings include:
- 74% of CMOs consider brand loyalty as most negatively affected by bad ads
- 55%+ of CMOs consider frequency and relevancy as the top factors in bad ads
- 78% of CMOs consider it “inexcusable” to serve ads for products the customer already bought from them
- 71% of CMOs consider frequency capping important for ad experience but 60% aren’t confident in even their frequency counting!
Click here to download the full research report.