By Tom Polanski, EVP, eBrand Media and eBrand Interactive

A survey by Lightspeed Research and the Internet Advertising Bureau concludes that the Online audience relates most to advertising that is relevant, useful and incentified with special offers, but there are key differences by age group when developing creative executions.

The survey found that money-off particularly appeals to 18-35 year olds who are more interested in special offers, the entertainment factor, and exclusive information. For 45-54 year olds however, ads need to be more relevant and useful to make an impact. And, in all age groups, there is an appeal to advertisers to better understand their needs.

Every age group surveyed chose sponsored links in a search result, and advertising within a page as the top two ad formats for sparking their interest to click through to the advertisers’ website. Newer forms of online advertising are gaining ground, says the report, with ads using sound and video, widgets, in-game advertising and free gifts.

In particular Facebook gifts and branded applications online are especially effective with 29% of 18-24 year old respondents who had seen and interacted with an ad from Facebook or branded content in other social networking sites. 34% of 25-34 year olds say they had seen and sometimes clicked on an email ad.

Sorcha Proctor, research manager for IAB UK says: “The research has found that even though not all consumers click on ads, they are now fully acquainted with most forms of advertising online… ”

And, David Day, Lightspeed Research chief executive Europe comments: “This research shows what (stimulates interest) in different age groups… it is clear (that) younger people are (more) interested in entertaining advertisements… “