92% ignore at least one type of ad

online advertising relevancePOST SUMMARY: Fully 92% of Americans ignore at least one type of ad, including: Online – 82% T elevision – 37% Radio – 36% Newspaper – 35%.  The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads.

It never ceases to amaze me how much money marketers will spend to develop and test print/TV ads yet they won’t put in the same effort when it comes to online advertising.  Consumers, when asked what improvements would make them pay more attention to online ads, said  suggested the following: make the ad funny – 40%, make it entertaining – 32%, add stunning graphics – 19%.

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We are all fighting for attention in any media channel, but the Internet is different because they’re usually so many calls to action on web pages. The best ROI I produced for online ads were the ones which were tested first and used rich media that was relevant to the audience on that website.  In addition, using cookies to serve different ads to returning website visitors is a way to ensure your ads remain relevant and produce higher ROI’s.

Key Takeaway: If you want a better ROI for your online ads, test concepts and develop a portfolio of ads, don’t just repurpose ads from TV spots or print.

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