A new study by iPerceptions about online banners has revealed interesting results. ( click here to view the article from iPerceptions )Two conclusions stand out from their research based on self-administered questionnaires (which should make us aware about the fact that results are not gathered by tracking behavior).
The first important conclusion is that users actually do not like video ads. They still prefer the traditional text banner. This is the same conclusion that I have spotted from my own practice analyzing website feedback. Users don’t mind text banners but video banners can easily be annoying.The second important conclusion is that the probability for clicking on a banner ad decreases when income increases. This means that higher income groups (or should it rather be interpreted as users with higher level of experience?) perhaps cannot be reached using banners. Perhaps viral campaigns and Ad Sense is the only road to success in the future?