A study on Digital Advertising Effectiveness and Audience Engagement Survey

Abstract

In the contemporary digital marketing landscape, understanding customer behavior is critical for designing effective advertising strategies. This study focuses on evaluating the effectiveness of digital advertisements and the level of audience engagement with JB Arrow Start Company Ltd. The primary objectives are to assess how customers rate the company’s ads and whether they recommend them to others, with secondary objectives examining the relevance and visual appeal of the ads. Data was collected through an online survey from 33 clients across various regions of India, with 32 valid responses analyzed. The respondents comprised 67% males and 33% females, with the majority (72%) from Karnataka. Descriptive analysis revealed that most users clicked on ads primarily due to discounts or offers (33%), followed by curiosity (24%) and relevance to personal needs (24%). Inferential tests, including the z-test, t-test, chi-square, and Kruskal-Wallis test, indicated a significant difference in ad-clicking behavior across genders at the 10% level of significance, while no significant difference was found concerning age or clarity of the message. The findings suggest that although the company’s ads are generally perceived as good, further clarity in messaging and stronger female-oriented targeting are needed. Additionally, men were found to engage more through Instagram, emphasizing platform-based strategy refinement. Overall, 63.66% of clients recommended the company’s ads, and 66.66% reported engagement with purchases, reflecting a positive but improvable digital ad performance.