Simple online advertising preferred over expensive ads

3rd November 2008 | Published in Advertising, Internet Marketing

Consumers are more likely to click on simple text advertisements than elaborate interactive ads, new research shows.

According to a US-based survey conducted by iPerceptions, 25 per cent of consumers tend to click on simple texts ads, compared to just 11 per cent who are more likely to click on video ads.

The findings showed that the only demographic that showed any significant level of enthusiasm for video ads were web users those under the age of 25, who account for almost one third of the video ad-viewing audience.

Some 65 per cent of consumers likely to click on online ads are weekly or daily browsers; 15 per cent are first-time visitors and just six per cent frequent websites on a sporadic basis.

Jonathan Levitt, vice president of marketing at iPerceptions, said: “Our research shows that inexpensive banner and text ads are still preferred among web consumers.

“Media sites that offer consumers compelling content and features - encouraging repeat visits - generate much better ad click-through rates than less engaging sites.”


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Comments

  1. Gravatar
    scott broomfield said on November 3rd, 2008 at 4:51 am

    We see similar results with interactivity. Wherein the clickable item is relevant and engaging we get a significant CTR%. When the clickable image is intrusive then it upsets the viewer. And, we hear about it when they are upset.

  2. Gravatar
    ScottB said on November 3rd, 2008 at 5:05 am

    I’ve found even with reciept / invoice type emails, the presence of graphics just gets in the way (especially considering Outlook blocks images as default now). Flight receipts from Flybe for example are nearly unreadable with so much detail on the email (when you only really need flight details).

  3. Gravatar
    Greg Findley said on November 3rd, 2008 at 6:16 pm

    I personally find video ads more of an annoyance than simple text ads, so for that reason I very rarely click on video ads. Where as in contrast if I see a text ad with my exact search term or some relevant text link there’s a higher chance I would click through.
    Greg

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