SOURCE: AdKeeper

AdKeeper AdKeeper

April 19, 2011 10:06 ET

Top Reason Users Don't Click Banner Ads: They Don't Want to Be Diverted From Their Current Online Activity

Research Study From AdKeeper Reveals Respondents Say Banner Ads Distract Them From the Content They Came Online to View

NEW YORK, NY--(Marketwire - Apr 19, 2011) - A new research study, co-commissioned by online advertising technology company AdKeeper™ (www.adkeeper.com) and WPP's 24/7 Real Media (www.247realmedia.com), reports that the top reason people don't click banner advertisements is because they do not wish to be taken away from their current online activity. The study sought consumer input to explain the 2010 industry average click-through rate (CTR) of 0.09 percent for online advertising.

Nearly two-thirds of respondents said their desire not to be distracted was the top reason for not clicking ads, followed by ads lacking relevance to them and concerns about security (spam, viruses) as the second and third most-cited reasons for not clicking online banner ads.

"Click-through rates for online ads are unacceptably low, which helps explain the disparity between online spending and time spent online by consumers," said Scott Kurnit, Founder, Chairman and CEO of AdKeeper, a service that allows consumers to "Keep" and engage with online advertisements on their own time. "Advertisers spend only 15 percent of their budgets online, while consumers spend 28 percent their media time on the Internet. This is the first study to ask why consumers don't click on ads and shows the importance of allowing consumers to control their interaction with online ads, making them useable content, not interruptions."

"We work with advertisers and publishers around the world on a daily basis and we know first-hand that advertisements which go the extra mile -- that engage with audiences on a deeper level -- are most effective," said David J. Moore, Chairman, Founder and CEO, 24/7 Real Media. "Delivering advertising that is both relevant and engaging is an effective way of turning consumers into customers, with the right ad, at the right place, at the right time."

Top reasons why respondents say they don't click online advertisements:

  • 61 percent don't want to be distracted: "Online banner ads take me away from my current website, or from what I am doing."
  • 58 percent say online banner ads are not that relevant to them.
  • 57 percent are wary of opening something they'll wish they hadn't.
    • 57 percent - are afraid of receiving spam from advertisers.
    • 55 percent - are worried about getting a virus.
    • 54 percent - don't trust most online banner ads they see.
    • 46 percent - worry that pop-ups will take over their screen.
  • 43 percent say online banner ads don't seem interesting or engaging.
  • 31 percent only want to click ads when they're in the mood or interested in looking at them.
  • 31 percent are worried that their Internet behavior will be tracked.

The study was conducted by Nielsen over a 5-day period beginning on March 4, 2011 among 600 randomly selected adult U.S. residents aged 18 to 54 who hardly ever or never click online banner advertisements.

About AdKeeper
AdKeeper is an online service that is free for consumers and enables them to engage with Internet advertising on their own time and terms, while improving their overall content experience. Scott Kurnit, one of the nation's most successful media entrepreneurs and the founder of About, Inc., founded AdKeeper in March 2010. AdKeeper is backed by over $40 million in venture funding from Oak Investment Partners, DCM, True Ventures, Spark Capital and First Round Capital. The company is based in New York City. For more information, visit www.AdKeeper.com.

About 24/7 Real Media, Inc.
24/7 Real Media, Inc., a WPP company is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 18 offices in 12 countries throughout North America, Europe and the Asia Pacific region. For more information, visit www.247realmedia.com.