Ignoring Internet Banner Ads

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Adweek, 11/29/10

The oft-maligned promo unit takes yet another hit

It wasn’t a banner day for Internet banner ads when an AdweekMedia/Harris Poll asked consumers to cite the kind of advertising they’re most likely to ignore (see the chart).

Search-engine advertising also didn’t fare very well in the poll, which was conducted last month.

Despite having come of age with the Internet, the survey’s 18-34-year-olds were about as likely as their elders to pick banner ads as the genre they ignore the most (42 percent made that choice). Likewise, 21 percent of the 18-34s said search-engine ads are the genre they’re likeliest to ignore.

The biggest variation by age cohort came with respect to TV advertising.

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