May 23 2007

"High-fun" advertising works best on UGC sites

The internet is starting to take over from television as the best media format for reaching certain demographic groups. Internet users in the 18 - 34 year-old age bracket are more likely to be receptive to adverts on user-generated content sites for specific product categories, according to research conducted by comScore.

comScore's survey quantifies consumers' attitudes and receptiveness to advertising across multiple media platforms and found that responses from the overall panel trended towards trust and receptiveness to advertisements on television. The younger group, however, were much more likely to be receptive to advertisements on user-generated content sites.

As with all advertising the type of advert and the product or service being marketed needs to be suited to the audience and the location. The 18 - 34 year-olds surveyed said that they are most receptive to advertising on UGC sites for "high-fun" product categories (clothing, music/ films/entertainment, food & drink and consumer electronics).

The group would not be as receptive to adverts for "high trust" products or services, such as financial services, on UGC sites and would expect to see these on more traditional sites.

More information and the full report is available from the comScore blog.

Emma Herrod