Study: web users click on banners better than on video ads
A recent study by iPerceptions has found that consumers are still more likely to click on banner advertisements or traditional text, instead of on-line video ads.
The results are part of a study by the New York based firm which collected user-generated feedback from over 14,000 visitors to leading media sites during the month of August 2008 to determine on their likelihood to click on different types of online ads.
The study found that consumers are more likely to click on right banners (20% of respondents) and 12% likely to click on 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.
The study also found that the likelihood that a person will click on an ad goes down as their income rises. On average, 40% of consumers making less than $50K a year are likely to click on any ad versus only 15% among those who 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.
Publishers should also note that clicks come from loyal audiences. Across the board, 65% of consumers likely to click on online ads are weekly or daily browsers, and only 15% are first-time visitors and 6% are sporadic visitors.
“Our research clearly shows that media sites that offer consumers compelling content and features - encouraging repeat visits - generate much better ad clickthrough rates than less engaging sites,” said iPerceptions Vice President Jonathan Levitt.
Source: iPerceptions News