A recent study uncovers that adults tune out online advertising more than traditional media with help from ad block software. As online advertising becomes more and more important it faces new challenges. A recent study of Americans 18+ indicates that people tend to ignore online advertisements more than traditional media ads. 82% of adult Americans say they ignore online advertising as opposed to 37%, 36% and 35% for television, radio and newspaper respectively. Banner ads, social media ads and search engine ads, all heavily utilized by the advertising industry, are the most frequently ignored according to the study.
So how can advertisers get around consumers who are tuning out their ads? The study shows that people are most responsive to ads that are funny, entertaining and employ stunning graphics. Digital video advertising is expected to grow 42% this year according to Adweek, generating a whopping $6 billion.
While the statistic of 82% of adult Americans ignoring online advertising may seem daunting, it appears that users are simply looking for more sophisticated, engaging content and hoping to avoid annoying ads. As we move further into this digital age advertisers must be sensitive to the preferences of online users and seek to develop ads that will be unobtrusive and engaging. A new study from Tremor video that looked at 300 video ad campaigns has shown that it is possible to get users to interact for a minute or more with a mere 15 second video ad. So while there are challenges to face with online advertising ahead, new innovate ways to reach online consumers still exist and can be highly effective.
Source: MayoSeitz Media, July 30, 2014
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