It’s no big surprise here based on our own digital habits, but a new study confirms what we already knew. Online ads make our eyes glaze over.
According to the study by Harris Interactive and Goo Technologies, online banner ads, social media ads and search engines ads were far more likely to be ignored than traditional media like TV, newspaper and radio ads.
The study was based on a survey of more than 2,000 North American adults across a wide range of ages, and found that digital ads are just not very effective at grabbing attention.
“The results of the study point to a real concern for advertisers, mainly that online ads have become so pervasive that many say they are now ignoring them altogether,” said Marcus Krüger, executive chairman, Goo Technologies, as reported by Yahoo Finance.
“The opportunity for improvement represented by the data suggests that consumers not only want funny, more interesting ads, but they are also demanding more engagement with impressive graphics and interactivity. “
A full 82% of survey participants say they routinely ignore online ads, while only 35% said the same about newspaper ads. That’s a tangible difference in reach and engagement, and one that advertisers need to understand.