Consumer Age, Media Environment to be Key Decision Points in Online Ad Buys
If consumers are in a shopping state of mind, will they be more aware of and receptive to a marketer’s messages? It’s a question worth asking as ads are appearing in so many digital formats. New research from Bizrate and Aisle A on this topic yields intriguing data about who is noticing digital ads and when.
Consumers are bombarded with messages while they are shopping, reading email, checking a news story, and playing video games. At least half of consumers notice online ads. About half, 54.5%, are more apt to notice ads when they are visiting a shopping site. This makes sense, considering the objective of the online shopping session. On the other hand, only 21.8% of consumers say they notice ads on social media sites.
Women notice ad more than men, especially on shopping sites 52.4%, social media sites (25.8%), and email sites (30.1%). Men’s attention to ads is higher than women’s on blogs (30.1%), video sites (8.1%), and gaming sites (5.7%).
Researchers also note that younger consumers, in general, are more receptive to seeing messages about products and services that they’re not necessarily shopping for at that time. Age is a factor with respect to noticing ads on social media sites as well. 38.16% of Gen Y consumers notice these ads, but only 10.8% of Seniors do.
If you’re purchasing online ads, are you considering the type of media space your messages are appearing in and how the target audience will react when they see them?[Source: Retail Environments Drive Quality Audiences for Advertisers. Aislea.com. Web. 24 Apr. 2013]