Commentary

At Last, The Reason Why Online Ads Aren't Working With Kids

The ads suck, according to Andrew Monfried, Founder and CEO, Lotame. Explaining the relatively low click-through rates most ads targeted at young users have has less to do with the precision of behavioral targeting in social media, than it does with the quality of the ad messages.

“One of the reasons why kids are turning off advertising is they are seeing ads that are absolutely horrific,” he said. “And often times, they've seen it 4,000 times. So they're not clicking.”

Monfried's solution: “How about this. Less ads. Less ads period. And make the ones you have more valuable.”

Next story loading loading..