We all know there is advertising online because we have all seen it. But when it comes to placing online advertising, clients always ask with hesitation ‘Does anyone pay attention to Online Advertising?’
Roy Morgan research reveals that consumers do notice online advertising but the level of engagement is linked to their age.
Source: Roy Morgan, July 2012 – June 2013 (n = 9,743).
Generational definitions: Pre-Boomers: born pre-1946; Baby Boomers: 1946-1960; Generation X: 1961-1975; Generation Y: 1976-1990; Generation Z: 1991-2005
As to be expected, the younger the audience the more engagement they have online. The younger generations of today have grown up in the digital revolution and as more of them are online, own smart phones and watch online video, they are much more likely to see and also notice online advertising. The 65+ market are the least likely to get engaged with online advertising, both because there are less of this age group online, and because they are less likely to trust online advertising.
How to best target your audience online?
According to Roy Morgan Research consumers aged 39 and under spend close to 17 hours online a week, and 40% of them are willing to click through on an online ad. This is an age group you could effectively target online through banner ads, display ads and digital videos.
If you want to target the 50+ market online, who spend an average 5 – 13 hours online a week you will reach a higher audience with an email newsletter rather than that of a banner ad. 65% of the 50+ market are willing to read an email newsletter, as opposed to only 35% of the 39 and under market. The older audience are more trusting to a personalised email and more likely to engage.
The next thing to get right of course is your creative! (And that’s another topic in itself!) You won’t get any success from online advertising if your ad is annoying, intrusive or simply not informative.
Contact Sunny Media and we help plan your online campaign. Check out our website for more information www.sunnymedia.com.au