The young like the video ads

NEW YORK (10/23/08)--Credit unions looking to market to potential members may want to note that consumers under age 25 are most likely to click on video ads than any other type of advertisement, according to a study from iPerceptions Inc.

iPerceptions collected user-generated feedback from over 14,000 visitors to leading media sites during August 2008 to paint a detailed picture of consumers' advertising preferences based on their likelihood to click on different types of online ads. Video ads are not popular among consumers in general--only 11% said they would likely click on them. But the group under age 25 makes up one-third of the video-ad viewing audience.

The study also found that marketers do not need to spend on fancy interactive ads to reach consumers. About 25% of respondents said they were likely to click on simple text ads, while 20% of respondents are likely to click on right Internet banners and 12% likely to click on top banners.

Study results indicated that the higher an individual's income, the less likely that person is to click on a video ad. The income gap is most pronounced with video ads--about 49% of consumers making less than $50,000 a year will click on video ads.

Also, 65% of consumers who click on the ads are weekly or daily browsers of a site, while 15% are first-time visitors and 6% are sporadic.

courtesy of cuna.org