A recent survey shows that youthful online/internet users want to be entertained with funny videos and content whereas the older users are looking for particular queries that are both useful and relevant.
The IAB (Internet Advertising Bureau) also known as the trade body for online advertising in the UK has collated the data and found the different kind of adverts that attract particular consumers on the internet. It is fairly obvious what makes up an effective advert, grab the viewers attention with relevancy and usefulness before offering an exciting incentive that will save the consumer money. Interestingly the results show that there are many key differences between the age groups.
The results showed that more youthful internet users aged between 18-35 are more intrigued by special sales or offers, entertaining and or exclusive information is also seen as important. Online users aged between 45-54 seem to be attracted by advertising that actually shows a benefit to its purchase. One thing that the age groups have in common is their want for a deal and during these times of economic depression that is not a massive surprise!
People who took the survey also believe that they have more access to and are more likely to click through on the “traditional” online advertising like banners, emails and sponsored links. Every demographic that took part in this survey found that the most popular forms of direct response advertising are through adverts within a page and sponsored listings.
The data also showed that the popularity of new forms of digital advertising is gaining on their more traditional options. These new ads include using video, sound, games, widgets and free gifts, some of which have become very effective. The popularity and importance of social media in the present and the future can not be overstated. These forms of advertising will become more and more vital as the internet increases in users.
Tags: Direct Response Advertising
