Quantcast

Text Ads Get More Clicks Than Video Ads

Young favor video ads

Get the WebProNews Newsletter:


[ Technology]

Online video ads are not as popular as perceived with only 11 percent of consumers saying they were likely to click on video ads, according to a new study from iPerceptions.

Simple text ads were found to be the most likely to receive clicks with 25 percent of consumers doing so, followed by display ads at 20 percent and banner ads at 12 percent.

The only people who seem to be engaged by video ads are young people under the age of 25, a group that accounts for nearly one-third of the video-ad viewing audience.

"Retail groups are predicting the toughest holiday season since 1991, so marketers need to make sure every dollar spent on advertising delivers an end result," said Jonathan Levitt, vice president of marketing at iPerceptions.

"Our research shows that inexpensive banner and text ads are still preferred among web consumers. By having a direct dialog with consumers, we are able to know – with certainty – what consumers want and expect from their online experience."

The study also found that the likelihood that a person will click on an ad goes down as their income increases. On average, 40 percent of consumers are likely to click on any ad make less than $50K a year- and only 15 percent make over $150K.

The income gap is the most significant with video ads, with 49 percent of consumers likely to click video ads making less than $50K a year- and only 13 percent making over $150K.

Overall, 65 percent of consumers are likely to click on online ads and they are weekly or daily browsers, while only 15 percent are first time visitors and 6 percent are sporadic visitors.

"Our research clearly shows that media sites that offer consumers compelling content and features – encouraging repeat visits – generate much better ad clickthrough rates than less engaging sites," said Levitt.

"Marketers that want to reach high quality audiences should focus ad placement on sites that deliver the highest customer loyalty and repeat visitor traffic."

 

Text Ads Get More Clicks Than Video Ads


Top Rated White Papers and Resources
  • http://www.veteranmeso.com veteran mesothelioma

     I can’t imagine too many video ads performing well given their intrusive/annoying nature. It’s interesting to see those below 25 clicking on them though, good article.

  • http://www.sgfavouritefood.com sgfoodlover

    It is glad to hear that many of the clicks come from text ads. I think many of the ads are text ads instead of images in terms of google ads shown on websites. At least on my site there is more text ads compared to images. However images do has the benefit of attracting the attention of the visitors. But when words appear to be catchy it made visitors imagine and want to see the what the ads will look like. Images in this case may lose its clicks because perhaps it does not show what the visitors like to see or had already lost its sense of surprise

  • http://www.answerblip.com/articles/animals/pets Pet Facts

    Interesing post, and I would have never thought that about video ads.

  • http://posicionamientoenyoutube.blogspot.com YouTube

    Totally true. I have been using adsense (all variations) and measuring my efforts with Google Analytics, video ads have a poor performance compared with text ads.

  • Guest

    What are some of the better sites selling publisher ads for lower traffic sites?

  • http://www.answeraddict.com/faq/home-improvement-questions home improvement info

    Thanks for the great info

  • http://www.blackhatseoworld.com blackhatseo

    Video ads look good but most people don

  • http://car2be.com/ Used Audi A4

    The income gap is the most significant with video ads, with 49 percent of consumers likely to click video ads making less than $50K a year- and only 13 percent making over $150K.

  • Join for Access to Our Exclusive Web Tools
  • Sidebar Top
  • Sidebar Middle
  • Sign Up For The Free Newsletter
  • Sidebar Bottom