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Survey: Consumers Good at Ignoring Online Ads

12 Feb, 2014 By: Doug McPherson

STOCKHOLM – New research says 82 percent of Americans ignore online ads, 37 percent ignore TV ads, 36 percent ignore radio ads and 35 percent ignore newspaper ads.

The study from Goo Technologies, which creates HTML5 graphics, was conducted with Harris Interactive and says the online ads Americans are most likely to ignore include:

  • Online banner ads (73 percent)
  • Social media ads (62 percent)
  • Search engine ads (59 percent)

The highest wage earners, those with a household income of $100,000 or more per year, were statistically more likely than those households making less than $50,000 per year (86 percent vs. 78 percent, respectively) to say they ignore online ads.

More than 40 percent said interactive ads interest them the most because those ads look more interesting (20 percent) and don’t look like an ad (15 percent).

Goo says 10 percent of Americans said they were more likely to pay attention to an online ad if it featured a sexy man or woman.

Marcus Krüger, executive chairman of Goo Technologies, says the opportunity for improvement represented by the data “suggests that consumers not only want funny, more interesting ads, but they are also demanding more engagement with impressive graphics and interactivity.”

The study polled 2,000 Americans.

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