Study: 62% of Online Audiences Pay Attention to Online Ads

According to Ipsos OTX’s Socialogue, 62 percent of online audiences pay attention to online ads. Of this group, 46 percent of worldwide respondents say they have looked at or read an online ad for a brand or product in the past month, 42 percent say they have watched an online commercial for a brand or product in the past month, and 25 percent say they have clicked on a banner or pop-up ad for a brand or product in the past month.

While the latter figure might seem low, it’s still impressive given that many consumers have security settings that prevent pop-up ads from showing up, according to Jill Wiltfong, senior vice president of marketing for Ipsos OTX.

Of the U.S. consumers who pay attention to online ads, 42 percent say they looked at or read an online ad for a brand or product in the past month, 44 percent say they have watched an online commercial for a brand or product in the past month, and 15 percent say they have clicked on a banner or pop-up ad for a brand or product in the past month.

Ipsos OTX’s survey also finds that 40 percent of consumers around the globe who have click on, watch or pay attention to online ads do so because it’s for a brand or product they like or are interested in. This is followed by 39 percent who say the content of the ad is interesting, 34 percent who say the ad is informative or useful, 33 percent who say it’s for a product they’re currently shopping for, and 30 percent who say the ad is funny.

Interestingly (or is it sadly?) enough, 11 percent of respondents say they click on, watch or pay attention to online ads simply because they have nothing better to do.

According to a report from eMarketer at the beginning of 2013, worldwide digital ad spending is expected to hit $118.4 billion this year, reflecting 21.7 percent of total ad spend in all media.