By Chris Bell | March 11, 2014

The vast majority of online ads — 82 percent of them — are ignored, according to a February 2014 study by Goo Technologies, a Swedish graphics development firm. Unsurprisingly, banner ads were found to be the worst online performers (73 percent ignored), followed by social ads (62 percent ignored), and search ads (59 percent ignored).

In contrast, less than 37 percent of traditional media (TV, radio, and newspaper) ads are ignored, but that’s no surprise either (it’s much harder to ignore ads that interruptively pre-empt your viewing/listening experience than all but the most aggressive online ad formats (such as pop-ups and homepage takeovers).

Goo’s study contains a few rays of hope for online advertisers whose ads are interactive, funny, or visually stunning. Making ads interactive and more game-like is especially important when attempting to reach Millienials, who prize interactivity.

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Chris Bell

Chris Bell

Content Writer at Didit
Chris Bell writes content of all types for Didit. Formerly a professional in the financial services space, Chris made the transition into digital marketing in 2011 and has been living the digital life ever since. Chris has an MBA in Media Management, graduating from the Metropolitan College of New York in 2005. He also sat on the board of directors for Soft Skull Press between 1997 and 2005. Chris does independent consulting on a variety of media projects. Finally, he DJs his own streaming music show!
Chris Bell