Most marketers know that consumers block out at least some of the advertising messages that come their way. A new report from Goo Technologies, carried out by Harris Interactive, shows just how pervasive the practice is. Because consumers tend to ignore online ads more than any other kind, marketers should spread their messages through other media formats and should pay particular attention to their digital ad content.
According to Goo, here are the types of ads that consumers ignore on a daily basis:
- Online 82%
- TV 37%
- Radio 36%
- Newspaper 35%
Marketers will also be distressed to learn that 86% of consumers with household income exceeding $100,000 ignore online ads while 78% of consumers with incomes below $50,000 exhibit that same behavior. Whether it’s online banners, (73%), social media ads (62%), or search ads (59%), consumers are finding reasons to ignore what marketers want to tell them.
However, all is not lost. Goo research gives marketers a few ideas on how to turn around this situation. Over half of surveyed consumers say the following improvements to online ads would make a difference:
- Humor 40%
- Entertaining 32%
- Stunning graphics 19%
42% of consumers also conceded that marketers could get their attention with online ads if they used a couple of specific tactics. This includes displaying ads that don't resemble traditional advertising (15%). This consumer preference may explain why marketers are so attracted to native advertising. 12% of consumers say they'll notice an ad with a high-tech component. On the entertainment front, marketers must include an interactive component. Engaging Millennials with interaction will attract 21% of this audience. Marketers should also know that 10% of surveyed consumers said including an attractive person on the ad copy will draw their attention.
What techniques do you use to make sure your ad gets noticed?