The 2009 Online Advertising Attitudes report, commissioned by ad network Addvantage Media, found that 57% of consumers rarely pay attention to ads on major sites, with 56% of ABC1 adults being more likely to go to specialist niche sites dedicated to their interests, rather than visit larger portal sites.
The report also found that 22% of British consumers claim to only visit niche sites that are specific to their interests, compared to just 2% who claim to only visit larger, generalist sites.
A further 34% of British consumers spend the majority of their time visiting niche sites that are specific to their interests.
The report also raised questions about the effectiveness of advertising on social networking sites, such as Facebook. It found that 26% of users never pay attention to the advertising on these sites and a further 36% rarely claim to pay attention to it.
The report polled the views of a representative sample of 2,013 UK adults exploring their attitudes towards advertising online.
Digital Media
Emma Barnett, mediaweek.co.uk, 11 February 2009, 3:25pm
Ads on major websites fail to attract consumers, YouGov report reveals
LONDON - Nearly 60% of consumers rarely or never pay attention to advertising on major websites, according to a survey conducted by YouGov.
All Comments
Dean Turney - 11 February 2009
If you asked TV viewers if they ever paid attention to ads, what would they say? And would pedestrians admit to noticing posters?
I don't click on banners but if they're clever or witty I'm still aware of their messages.
video poet - 11 February 2009
The future will \(its my assertion) be marked by advertising being "mashed into" re-edited tv and film material. Probably also put to music.
As a new art form/ entertainment format
Greg Grimmer - 12 February 2009
What was the purpose of this survey ?To prove that people don't like advertising ?That online advertising doesn't work ?That the internet is a doomed as an advertising medium or to push home a sales point.
a senseless waste of human endeavour .
Can't believe Media Week gave it the time of day. Slow news week boys ?
JAMES SMYTHE - 12 February 2009
wow - research that shows consumers are capable of independent choice. With interpretation that's astonishingly bad on so many levels.
Media owner research is too important in this climate, for it to be brought into disrepute by this kind of thing.
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