I live in a state of duplicitous consumership. I want all my online content to be free and accessible at a moment’s notice, but I don’t want to have to sit through any stinkin’ ads in order to get it. When I’m presented with online ads, I go out of my way to tune out. If it’s an especially persistent ad or series of ads, I’ll make a mental note to never consume the product or service that’s being shoved in my spoiled little face. I stream ESPN online every day, almost all day, and rest assured if I ever need physical therapy in the Chicagoland area, I’ll be avoiding the certain unnamed location that constantly runs its ads on the station—often several times in a single commercial break. It turns out I’m not entirely alone in my distaste for online advertising. A study from Goo Technologies reveals that 82 percent of Americans ignore online advertising. That’s followed by 37 percent who say they ignore television ads, 36 percent who ignore radio ads and 35 percent who ignore newspaper ads. Wait—who’s still advertising in newspapers? Is Wanamaker’s trying to get the word out that they’re offering 20 percent off all davenports? Either way, they’re wise to ignore online advertising. The Goo study includes the types of ads most likely to be ignored by us slovenly internet consumers:
The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads.
So, can you impress us apes and make us watch your crummy commercial? Forty percent of Americans say they’re more likely to pay attention if it’s funny.
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Go ahead clowns, make us laugh.