More Humor to Come in Online Advertising

Earlier today, I noted that consumers surveyed by Adobe enjoy storytelling in advertising. It turns out that humor in advertising can give a marketer an edge over the competition, too. This is true especially for advertisers who target U.S. consumers with online ads.

Because U.S. consumers largely believe online advertising is ‘annoying’, marketers need to work hard to not only get their attention but to entertain the people they hope will buy their products and services. Before creative teams start trying to make consumers laugh, they’ll want to know the specifics with respect to age and gender. Ipsos reports that 56% of U.S. consumers like to laugh at online ads. Women, 59%, outnumber men, 54%, in this respect. Not surprisingly, consumers under age 35, 69%, are the most likely to prefer funny ads both online and on mobile.

Other top categories where humor in advertising succeeds:

  • Business owners 66%
  • Senior executives/​decision makers 66%
  • Consumers who are not married 60%
  • Employed 60%

Based on these survey results, more marketers should be building laughs into ads that address senior executives and business owners. Putting the target audience in a good mood might just encourage them to click the buy button.

[Sources: Americans Find Funny Online Ads. Marketingcharts​.com. 25 Oct. 2012. Web. 5 Nov. 2012; Socialogue. Ipsos​-na​.com. 28 Oct. 2012. Web. 5 Nov. 2012] 
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.