Since I am a Squidoo Giant Squid lensmaster with some 384 lenses that feature fancy Glam Ads, I perked up when I saw this article. Squidoo lensmasters earn royalties from fancy Glam Ads ... so if a consumer study shows that consumers are NOT clicking on fancy interactive ads, maybe those aren't the right type of ads to be used? Just thinking out loud ya know!
iPerceptions, a leading provider of web-focused Voice of Customer analytics, released some interesting findings about consumer advertising preferences. The study conducted in August 2008, of over 14,000 visitors to leading media sites, measured their likelihood to click on different types of online ads.
The study found that … consumers are most likely to click on simple text ads (25% of respondents). Display ads follow in popularity, with 20% of respondents likely to click on right banners and 12% likely to click on top banners. A surprising finding of the study is that video ads are not very popular among most consumers; only 11% of consumers said they were likely to click on video ads. And 25 to 34 year-olds show no special affinity for video, being just as likely to click on video ads as text, right and top banners. The only consumers who seem to be engaged by video ads are young people under the age of 25, a group that accounts for nearly one-third of the video-ad viewing audience.In summary, percentages of consumers likely to click on ads breakdown as:
On average, 40% of consumers likely to click on any ad make less than $50K a year – and only 15% make over $150K. The income gap is most pronounced with video ads, with 49% of consumers likely to click on video ads making less than $50K a year – and only 13% making over $150K.
- 25% = simple text ads
- 20% = right banner ads
- 12% = top banner ads
- 11% = video ads
- 40% of consumers clicking on ads make less than $50K/yr.
- 15% make over $150K/yr.
I'm looking for additional data on what types of purchases consumers are making online and what income brackets these spenders fall into.