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Survey: Consumer attention to advertising
Goo Technologies, a web game company based in Stockholm, Sweden, has released the results of a survey into the attention paid to advertising in various media. The online survey was conducted in the United States by Harris Interactive. According to the results, 82% of respondents ignore online advertising, while 37% ignore television ads, 36% ignore radio ads and 35% ignore newspaper ads. Of the online ads, 73% said they ignore banners, while 62% ignore social media ads and 59% ignore search engine ads.
Asked what could be done to attract their attention to an online ad, 40% of respondents said to use humour, 32% said to make it entertaining and 19% said to use more impressive graphics.
"The results of the study point to a real concern for advertisers, mainly that online ads have become so pervasive that many say they are now ignoring them altogether," said Marcus Krüger, executive chairman of Goo Technologies. "The opportunity for improvement represented by the data suggests that consumers not only want funny, more interesting ads, but they are also demanding more engagement with impressive graphics and interactivity."