Research | The 2004 Study on Internet Ads
Research Conducted with the Ponemon Institute and sponsored
by Chapell & Associates and Revenue Science.
- We see a high level of consumer frustration
over ad clutter: many respondents perceive banner ads as annoying,
intrusive, and irrelevant.
- Most Respondents felt strongly that banner ads are intrusive and interfere with browsing.
- Almost as many respondents indicate that banner ads were generally not tailored to their interests
or tastes.
- Despite frustration with Internet ads, respondents are not willing to spend money in order to reduce ad clutter.
- Despite frustration over ad clutter, banner ads appear to be effective at getting people to browse and
buy.
- Respondents prefer targeted banner ads over non-targeted ads as they found them to be less annoying, more relevant and more likely to induce an interaction than non-targeted banner ads.
- Respondents are more comfortable getting
targeted ads that don't rely upon PII.
The 2004 Study on Internet Ads has received a good deal of press,
including:
http://www.usatoday.com/tech/columnist/ericjsinrod/2004-09-07-sinrod_x.htm
http://www.tmcnet.com/usubmit/2004/Sep/1071822.htm
http://www.imediaconnection.com/content/4228.asp
http://www.the-dma.org/cgi/dispnewsstand?article=2747
http://www.darwinmag.com/read/090104/ponemon.html
http://www.clickz.com/experts/media/behavioral_marketing/print.php/3407361
http://www.directmag.com/news/targeted-ad-survey-91004
Archive | 2005 | 2004 | Research
