According to the results of the first annual Goo Online Advertising Survey, from Goo Technologies, 82% of Americans ignore online ads, ahead of television ads at 37%. 92% of Americans ignore at least one type of ad seen every day across six different types of media.
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. Overall, the 65+ age group ignored the most, while the 35-44 age group ignored the least
Ads Among Those Ignored The Most (% of US Adults 18+; Multiple Response OK)
% of Population Ignoring Most Frequently
Online ads (net)
Online social media
Online search engine
Source: Goo Technologies/Harris Interactive, February 2014
42% said that interactive ads are the most engaging, citing several reasons, including that they look more interesting (20%), don’t feel like it’s an ad at all (15%), and look new and high tech (12%).
When asked what improvements would make them pay more attention to online ads, more than half 58% of Americans, 69% of Millennials (ages 18-34), suggested the following:
10% of Americans even said they were more likely to pay attention to an online ad if it featured a sexy man or woman. Millennials are more likely than any other age group (21% vs. 9% of those ages 35+) to say they would pay attention to online ads if they were interactive.
Marcus Krüger, executive chairman, Goo Technologies, says “… results of the study point to a concern for advertisers… online ads have become so pervasive… many say they are now ignoring them altogether… consumers not only want funny, more interesting… but are also demanding… more engagement with impressive graphics and interactivity… “
Please visit here for more information from Goo Technologies.