News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Ad blindness remains challenge for marketers
A new study from Adweek Media and Harris Poll has found that despite an increase in innovation and creatively in online advertising, many consumers are still blind to banner ads.
Despite display advertising being the second-largest marketing channel online (IAB), consumers are still disregarding them. The joint study found as many as 43% ignore online display ads.
Online search engine ads were the second-most ignored ads of all channels with 20% ignoring them.
In fact, out of all the ad channels - online, television, radio and press - Internet ads were the most likely to be ignored.
The survey of 2,098 U.S. adults also suggests very little difference in behavior between genders. Forty-two percent of men and 45% of women said they ignore Internet banner ads the most.
Fewer ignore television ads (15% vs.13%), radio ads (7% vs. 8%), and newspaper ads (6% vs. 5%).
However, age does throw up some significant differences, as one might expect considering the differing viewing habits and types of media consumed among different age groups.
The study suggested older respondents ignore ads on television the most. About 20% of those 55 years and older said they ignore ads on television, compared to 14% of those 45-54 years and 13% of those age 35-44 years. Just 9% of younger respondents, 18 to 34 years old, ignored television ads.
But, as TechCrunch's Robin Wauters points out, the results could be skewed as media consumption was not taken into account.
"Put simply, it's easier to say you don't ignore TV ads when you hardly ever actually watch television anymore," he wrote.
Only 9% of respondents said they didn't ignore ads of any type.
Many online users are installing ad blocking software to ensure they aren't subjected to banner advertising, pop-ups and other formats. Recent figures put the number of downloads of the popular Adblock Plus program at around 100 million since its launch in 2006, however the effects of this on the ad industry are unclear.
- Survey finds email pressure for retailers
- Report: Email, mobile key to retail success
- Expert: Data key for financial campaigns
- "Fat" ads slowing down publishers' websites
- IoT making impact on business but barriers remain
- CPG brands spending more on digital ads than traditional
- Mobile video content more effective on publishers' website than social
- Email open rate in UK higher on tablets than US
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...