Context Impacts Awareness of – and Receptiveness to – Online Ads [study]

Online Ad EffectivenessAbout half of consumers often (18.2%) or sometimes (33%) pay attention to online ads, according to results from an online survey by Aisle A. But the environment they’re in has a significant impact on their awareness and receptiveness to ads. Respondents were far more likely to say they notice (54.5%) and are receptive (56.8%) to ads when they’re on a shopping site than on a social media site (21.8% and 17.8%, respectively), for example. Awareness and receptiveness to ads also runs high on email sites, but very low on video and gaming sites.

Interestingly, Gen Y respondents were twice as likely as Seniors to say they never notice ads on line (32.4% vs. 16.3%). Baby Boomers (54.4%) and Seniors (58.3%) were more likely than Gen Yers (42.6%) and Gen Xers (49%) to say they often or sometimes notice online ads.

When looking at context, the picture changes considerably. Younger generations were far more likely than their older counterparts to notice ads when on a shopping site or social media site, but less likely to do so on an email site. The same patterns apply when examining where they are most receptive to online ads.

When shopping online, 85.1% of respondents agree that they’re receptive to online ads for products or services that they are considering buying. Fewer (61.9%) are receptive to additional products or services that are relevant to them (even if they’re not currently considering buying them) and targeted to their interests and buying preferences.

The study breaks down the responses by gender and household income, as well as by generation. Some of the discrepancies are included below:

  • Female respondents were 36.5% more likely to say they often pay attention to online ads than male respondents (20.3% vs. 14.8%).
  • Women were more likely to say they notice online ads on shopping site (56% vs. 52.4%), social media sites (25.8% vs. 17.1%) and email sites (52% vs. 38.5%) but less likely to notice them on information, news, or blog sites (21.8% vs. 30.1%), video sites (2.1% vs. 8.1%) and gaming sites (1.5% vs. 5.7%). Similar trends applied for ad receptiveness.
  • While there was little variance in propensity to pay attention to online ads when sorting by income, lower-income respondents were more likely than their higher-income counterparts to pay attention to – and be receptive to – ads on social media, video, and gaming sites.

About the Data: The online survey was conducted by Bizrate Insights and Aisle A, and included 4722 participants and ran from March 21, 2013 to March 25, 2013.-marketingCharts

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