Posts Tagged marketing ebrand media

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.

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