October 6, 2008

Study: Video Ads Unpopular Online

iPerceptions has announced the results of a study into which types of online ads are popular with consumers. iPerceptions collected user-generated feedback from more than 14,000 visitors to media sites during August to paint a picture of consumer advertising preferences based on their likelihood to click on different types of online ads.

The study indicates that, despite current buzz around video ads, consumers are most likely to click on simple text ads (25 percent of respondents). Display ads follow in popularity, with 20 percent of respondents likely to click on right banners and 12 percent likely to click on top banners. The study indicates that video ads are not very popular among most consumers; only 11 percent 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.