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BizReport : Advertising : February 12, 2014


Digital ad designers need to up their game

New research brings bad news for advertisers. Those digital ads you're lovingly creating and distributing just aren't getting through to consumers; they're largely being ignored.

by Helen Leggatt

The new survey, from Sweden-based provider of HTML5 high-end graphics for games and interactive visualizations, Goo Technologies, reveals that a whopping 82% of Americans ignore online ads.

The survey, conducted online by Harris Interactive, shows that digital/online ads are ignored far more than ads in traditional media. While 37% of Americans ignore television ads, probably via forwarding recorded programs, putting on the kettle or surfing on another screen, 36% ignore radio ads (not quite sure how they tune those out) and 35% ignore ads in newspapers.

In terms of online ads, banner ads are the most-ignored, by nearly three-quarters of Amercians (73%) followed by social media ads (62%) and search engine ads (59%).

While gender does not appear to come into play with regards to propensity to ignore ads, Goo Technologies did find that those from higher-income households ($100k+) were more likely to ignore all types of online ads, while the reverse is true for ads in traditional media.

Furthermore, Millennials are more likely to pay attention to online ads than older age groups (21% vs. 9% of those age 35+).

So, what would make Americans pay more attention to ads? Certainly interaction helps - 42% said an interactive ad is far more engaging. And, for 10%, ads featuring a sexy man or woman would help.

Marcus_Kruger_Press_Image_High_Res-3.jpgBut, that's not all. According to Marcus Krüger, executive chairman for Goo Technologies, their data suggests that consumers not only want "funny, more interesting ads, but they are also demanding more engagement with impressive graphics and interactivity".

"We believe the application of innovative gamification methodology and interactive rich web graphics can close this gap," adds Krüger. "Creative people need access to a powerful yet simple interface to change the way ads are created."

Image via Shutterstock

Tags: advertising, creative, digital advertising, interactivity, online ads, research










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