06 July 2009 | Author: L. Sutherland Head of Media Content

Banner ads don't grab attention

Bad news for fans of banner ads - new research has revealed that half of US consumers ignore these adverts.

The study, from AdWeekMedia and Harris Interactive, found that 46 per cent of US net users claimed to ignore banner ads while 17 per cent said they ignored search engine ads. What's more, Brand Republic reports that just one per cent of respondents said that they found banner ads helpful when it came to making a purchase decision.

Monetising the net and searching for new advertising platforms within the online sphere is something of a holy grail for many marketers these days, but the study revealed that ads in traditional media still had some life in them. 37 per cent of the people surveyed admitted that they felt influenced by TV adverts and 17 per cent said the same for newspaper adverts.

According to Brand Republic, the average rate card CPM across premium sites has dropped to £20 from £60 last year as publishers attempt to keep a hold of brands who are shifting their cash to search or affiliate marketing options instead.

Questioning 2512 adults over the age of 18, the research paints an interesting picture for the future of online advertising. However, it does indicate that despite the fact that banner ads were not widely perceived as useful, that they could still play a part on a comprehensive online campaign - something that will become even more essential as TV and news providers move increasingly towards a digital model.

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