Advertisement or Survey?
Brands have recently been experimenting with the distribution of market research surveys within display ads. At first glance, this would appear to be an innovative way for brands to ask questions in an online setting where the consumer is already engaged. However, upon closer look, the distribution of market research surveys within ads poses certain limitations.
For starters, online ad surveys typically tend to be limited to a select number of websites. If the research project entails focusing on a specific or niche segment such as triathlon enthusiasts, the targeted placement of surveys in ad displays on triathlon-related websites can prove highly beneficial as well as cost effective. In instances however, where the research project covers a wider target segment, ad surveys are unlikely to serve as an economical, reliable or even representative option. Whilst certain websites such as Facebook tend to attract a widely diverse cohort of individuals, solely placing ad surveys on the social media platform is unlikely to achieve nationally/internationally representative results.
In cases where the target segment is too wide, brands may simply end up wasting vital funds on ineffective marketing and research tactics by opting for ad surveys. In addition, the results are likely to be skewed, thereby falsely informing future marketing strategies, triggering a complex chain of negative business consequences.
While display ad surveys can be useful for brands seeking to connect with a specific demographic, they must be completely aware of who their surveys will reach before proceeding. Furthermore, display ad surveys are unlikely to reap the same benefits when applied to the general population, largely due to issues relating to the representativeness and thus value of the results.