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Online Ads So Pervasive, Many Ignoring Them Altogether

Consumer Attitudes

February 11, 2014 -- A consumer impact and engagement survey conducted by Harris Interactive on behalf of Goo Technologies, provider of high-end graphics for games and interactive web visualizations, examines the types of ads that consumers say they are most likely to ignore.

Overall, the survey of over 2,000 American adults finds online ads are ignored by the largest majority of those surveyed (82%), compared to traditional media ads, such as TV commercials (37%) and newspaper ads (35%).

Types of Ads MOST Ignored
(respondents could select all that applied)
 Online ads (net) 82%
 Online banner ads 73%
 Online social media ads 62%
 Online search engine ads 59%
 Television commercials 37%
 Radio Ads 36%
 Newspaper ads 35%
 Other 5%
 None 8%
 Source: Goo Technologies, 2014

About: This survey was conducted online within the United States by Harris Interactive on behalf of Goo Technologies from January 17-21, 2014 among 2,047 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

Source:  Marketing Charts, Who’s Ignoring Which Ads?, Feb. 11, 2014 and Yahoo News, Goo Study: Most of Us Ignore Online Ads, Feb. 11, 2014.