iPerceptions: ‘Old School’ Ad Units Fare Better Than Emerging Media
Advertisers seeking to pinch budgets might want to eschew rich media and video units for good old-fashioned text ads, as consumers are most likely to click on text links. That’s according to stats from a recent iPerceptions study.
The Montreal-based Web analytics and market research firm surveyed more than 14,000 visitors to leading media sites in August, and found that one of every four consumers clicked on text ads. The study also found that the consumers who were most likely to click on any ad tended to be the least affluent—raising the question of whether advertisers need to start using alternative methods to reach big spenders, and whether the click is actually the best metric for determining campaign success.
