But Lack of Trust, Relevancy Keep Consumers from Clicking Ads
Total online advertising spending is projected to hit $31.3 billion this year, according to eMarketer, and the latest data shows these projections are likely to be met. But just because more and more ad inventory is being thrown in front of users, it doesn’t mean consumers are paying attention.
Unlike much of the rest of the economy, online advertising is alive and kicking. US online ad spending grew 23% in the first half of 2011 compared to the same period in 2010, totaling $14.9 billion for the six months, according to the Interactive Advertising Bureau (IAB).
Advertising on search is up 27% this year. Within display advertising, sponsorships and online video posted the most aggressive gains, at 93% and 42.1%, respectively. Compared to last year, the retail, travel and financial services industries saw the highest rises in online ad spending, at 41.7%, 40.8% and 33.5%, respectively.
Consumers: Not So Fast…
This push in advertising means consumers are further inundated with opportunities to click and engage with advertisers. But just because an ad takes over the homepage of your favorite website or interrupts your online game, it doesn’t mean we’re paying attention.
Over the past 6 months, about half of internet uses clicked on an ad, according to findings from CrowdScience. That means half didn’t.
As you get older, you’re more likely to click. 76% of internet users ages 55 and over had clicked on an ad, compared to 58% of online consumers ages 15 to 24.
Consumers most often clicked on ads that either made them interested in considering a product or showed them products already of interest, illustrating the importance of maintaining brand presence throughout the purchase funnel.
The reasons for not clicking on ads varied by age and gender, but the majority of users who declined to click did so based on perceived lack of ad trust or relevancy.