Marketers to Use Traditional Media to Grab Consumer Attention

Marketers both big and small are rushing to get their ads online. But are consumers really noticing these ads? Probably not, according to the results of a recently published Harris Interactive poll. It’s long been known that consumers ignore ads but it turns out that people are tuning out ads at a higher rate when they encounter them online.

The survey did uncover some intriguing differences between genders and age groups when it comes to advertising. At the top level, consumer attention to online ads appears particularly bleak. Here’s which ads all consumers tend to ignore the most:

  • Internet banner ads 43%
  • Internet search engine ads 20%
  • TV ads 14%
  • Radio ads 7%
  • Newspaper ads 6%

Women (45%) say they ignore Internet display ads more than men (42%). And consumers between the ages of 34–44 ignore Internet display ads (47%) at a higher rate than all other age groups.  On the other hand, men (15%) ignore TV ads more than women (13%) while consumers over age 55 have the highest rate (20%) of ignoring TV ads.

Marketers seeking to reach college graduates, often equated with higher income demographics, would do well to allocate part of their media mix to traditional advertising formats. Only 7% of this group ignores radio ads and 6% ignores newspaper ads.

While it’s no doubt important to measure ad impressions delivered to audiences, it’s also important to pay attention how consumers react to the messages. Over time, consumers may begin to pay more attention to online ads, but for now, it seems that wise marketers will continue to use radio, TV and print newspaper.

[Source: Are Advertisers Wasting Their Money? HarrisInteractive​.com.  3 Dec. 2010. Web. 13 Dec. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.