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I read that 63% of Americans ignore Internet advertising. In fact, a majority of Americans say they ignore online advertising the most, compared to television, radio and newspaper ads.   Meanwhile, Internet ad revenues are at an all time high.
Why are people spending so much money advertising on the Internet?  Because that is where everyone’s eyes are.  Seems kind of contradictory to me, spending all that money just to have your ad dismissed.  We are obviously not doing as good as a job as we should be.  Is it because we take an television ad and push it into a banner ad or is it simply that the audience is so focused on what they are looking for that they don’t pay attention to the ads?
So, how do we create an online ad that will not be overlooked?  We have to engage the consumer.  Unlike television, people are not sitting around waiting to be entertained and informed with whatever comes next.  People are actively seeking out information.  They are looking for a good restaurant, searching a car they may be interested in, reading highlights from their favorite college game.
When people are browsing the Internet, they get the information they are seeking and move on; thus, an effective ad needs to offer people something they aren’t expecting.  While 47% of people ignore banner ads, 80% of people read Search Engine return advertisements.  Therefore, Americans are more apt to view an Internet ad delivered in contextual fashion.
Now, I am not saying that all Internet advertising money be thrown in to contextual ads, but with twice as many readers, is there a way to parlay the context into a display ad?  Maybe the best option is rich media as it’s pretty hard to ignore something that intrudes you screen.
Do you ignore Internet ads?  What type of online ad would draw your attention?

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Ed Sharp

Ed brings 15 years of traditional and digital media sales experience to the agency, giving us a perspective most agencies don’t have. When he’s not working or seeking new knowledge, Ed hangs out with his wife, two kids, two dogs, one cat, and a hamster. And yes, the cat and hamster are best friends.

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Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more