Articles

8.12.2010 Internet ads fail to engage US consumers

Online banner and search ads typically prove the least effective channels for commanding the attention of US consumers, a study has revealed. Industry title Adweek and research firm Harris Interactive surveyed 2,098 adults to discover the formats that generally failed to make an impression finding that 43% ignore online banners more often than any other kind of ad. More specifically, ignore rates for online display peaked at 47% among 18-34 year olds, and hit 46% where participants had graduated from college. Paid search, as offered by Google and Bing, registered 20%, a perception at its lowest, of 17%, for those finishing their education at the high-school level. As such, the Adweek/Harris Interactive analysis said while digital is considered to yield advantages in terms of targeting and reach, 63% of respondents most commonly block out brand messages via this medium.

Elsewhere, 14% of the audience disregarded television spots with the greatest frequency, an attitude held by 20% of people aged 55 years old or more, compared with just 9% of 18-34 year olds. Men generated a slightly above-average score in this area, but contributors that had attended university were below the norm. Approval for radio advertising was smallest in the 18-34 year old demographic, 11% of which tried to avoid such commercials more regularly than the equivalent through any other form of mainstream media. This could be measured against 5% of 45-54 year olds, and the median of 7% recorded by radio overall.

Newspaper ads performed better still on 6%, with this rating largely constant across the consumer segments assessed, posting a 1% rise among 18-34 years olds and 45-54 year olds. However, the unobtrusive nature of print advertising made it the best-regarded of the featured options.

B.L. 8.12.2010