Attention-grabbing ads: the research is in
By Jason Menayan March 25th, 2009
A study by Lightspeed Research and IAB UK surveyed Web users across a broad age range, and the results are interesting.
Across all ages, the most important attributes in grabbing attention are, in order:
- relevant
- useful
- offering a discount
Younger visitors (18-35) are more interested in:
- special offers (free or discounted)
- entertainment value
- exclusive information or invitations
Older visitors (45-54), on the other hand, are drawn to:
- relevant
- useful
(Freebies might be interesting, too, while the economy is in the doldrums.)
As for formats, all age groups said that they were both familiar with and have clicked on display, text, search, and email ads. Search and contextual ads were cited by all age groups as the most enticing.
In terms of other formats, younger respondents (18-24) liked Facebook and other social media advertising, including virtual gifts and widgets–29% in this age group had interacted with social media ads–while 34% of slightly older respondents (25-34) said that they had clicked on email ads.
This entry was posted on Wednesday, March 25th, 2009 at 12:15 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
