When you are online, what grabs your attention? What would make you want to click on an ad and get more information or be taken to another landing page to learn more about something that has caught you interest? Here's what the latest poll from the Center for Media Research had to say about "Relevant Advertising With Bucks Off Captures Online Consumers"....
|
Online Advertising Ever Seen, Or Clicked On (Average Of All Respondents, % Of Respondents) |
|
Kind Of Online Ad |
Seen And Sometimes Clicked |
Seen And Not Clicked |
Never Seen This Kind Of Ad |
|
Sponsored links in a search result |
48% |
46% |
6% |
|
Advertising within a page (such as banners) |
36 |
59 |
5 |
|
Email advertising |
28 |
57 |
15 |
|
Pop up advertising |
24 |
70 |
6 |
|
Ads on a web page that have sounds / video that start automatically |
22 |
64 |
14 |
|
Branded applications such as widgets or social networking pages |
18 |
50 |
32 |
|
Advertising in the form of a game or advertising within a game |
17 |
58 |
25 |
|
Free gifts on Facebook |
14 |
41 |
45 |
|
Pop under advertising |
13 |
66 |
22 |
|
Source: Lightspeed Research February 2009 |
And the Reasons why they would interact.....
|
Most Likely To Pay Attention To An Ad Seen Online (Selected Age Groups, % Of Age Group) |
|
|
Age Group |
|
Pay Attention |
18-24 |
25-34 |
35-44 |
45-54 |
55+ |
|
If it is relevant to me |
48% |
53% |
54% |
52% |
49% |
|
If it is useful to me |
43 |
44 |
44 |
44 |
42 |
|
If it adds something to my online experience |
12 |
11 |
10 |
10 |
8 |
|
If it gives me new and/or exclusive information |
20 |
17 |
14 |
16 |
14 |
|
If it is entertaining |
26 |
21 |
16 |
14 |
11 |
|
If it gives me money off |
40 |
41 |
36 |
32 |
25 |
|
I don't notice online ads |
21 |
19 |
21 |
24 |
30 |
|
Source: Lightspeed Research February 2009 |
The key here is to make the advertising and the offer relevant to your audience which with some properties that could be very challenging, how relevant is your website and the advertising your audience is viewing?