A recent report released by analytics firm iPerceptions Inc. notes that good old text ads are most likely to attract clicks, followed by display ads.
The report analyzed feedback from “14,000 visitors to leading media sites,” according to the press release.
Twenty-five percent of respondents were likely to click on regular text ads, while 20 percent were likely to click on right banner ads.
Twelve percent were likely to click on top banners.
Although video ads are getting a good deal of attention lately, only 11 percent of respondents were likely to click on them. Rich media ad units received a 7 percent response.
The study notes that respondents between the ages of 25 and 34 were generally equal-opportunity clickers.
However, 31 percent of respondents under the age of 25 were likely to click on a video ad. This figure declines as the age group of respondents increases.
With a chilly shopping season on the horizon, it may comfort marketers that they do not need to spend loads of money to use all the bells and whistles in their ad campaigns.
What may not be as comforting is the finding that wealthier consumers are less likely to click on any kind of online ad than less wealthier consumers.
On average, 40 percent of consumers who are likely to click on an ad earn less than $50,000 per year. Meanwhile, only 15 percent of consumers likely to click on an ad earn more than $150,000 per year.
When it comes to video ads the gap is even starker: 49 percent of consumers likely to click on video ads make less than $50,000 per year, compared to just 13 percent who earn more than $150,000 per year.
Many marketing campaigns may need to be tweaked in light of the tumultuous economic turmoil, and it seems that some online campaigns may need to be re-evaluated as well.
Sources:
http://www.iperceptions.com/en/news/iperceptions-study-uncovers-consumers-real-online-
http://www.clickz.com/showPage.html?page=3631075
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=92012
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