Comments on: Are Web Ads Only for Oldsters? Yahoo's Disturbing Study.

By: jhon7smith

jhon7smith — Fri, 19 Feb 2010 20:30:26 +0000

Advertisement is the most important part for our product to get popular in the market. But there some of the negative listings of effects of advertisement on children like to keep the audience attached to view the whole ad; some commercial makes use of dangerous stunts, which may be reciprocated by kids at home, which can prove harmful for their health. The statutory warnings are hardly recognized by any younger kids.

By: Shared Items - January 18, 2010 « Jeetu’s Shared Memory

Shared Items - January 18, 2010 « Jeetu’s Shared Memory — Mon, 18 Jan 2010 15:27:37 +0000

[...] Yahoo Study Suggests Web Display Ads Ineffective With Younger People [...]

By: Poll finds people won’t pay to read online newspapers – Web Review 14/01/10 « Vexed Digital Blog

Thu, 14 Jan 2010 11:06:11 +0000

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By: facebook-1158532714

facebook-1158532714 — Thu, 14 Jan 2010 02:59:16 +0000

I think the reason ads seem to work on older users is that younger users are more web savvy, which means the vast majority of them have ad blocking software installed. (I use Adblock and haven't seen an ad in ages).

Older users are not quite as savvy to know how to block ads.

By: Pauline Waller

Pauline Waller — Wed, 13 Jan 2010 19:52:01 +0000

Without knowing the identity of the retailer, the media placement or seeing the creative, these results don't mean much.

By: PKafka

PKafka — Wed, 13 Jan 2010 19:12:13 +0000

Yahoo produced a 40-page paper and companion deck. Do you guys want to plow through all of it? I'll ask them and see if they'll share the whole thing.

By: plainwrek / links for 2010-01-13

plainwrek / links for 2010-01-13 — Wed, 13 Jan 2010 12:01:54 +0000

[...] Yahoo Study Suggests Web Display Ads Ineffective With Younger People | Peter Kafka | MediaMemo | All… (tags: advertising metrics web ads old demographics) [...]

By: bigshot17

bigshot17 — Wed, 13 Jan 2010 09:52:47 +0000

I'm not really impressed with this vague, kind of lazy finding.

1) Brand plays a major role. National retailer? Yeah, Sears is a national retailer. So is H&M. One skews slightly different.

2) Where did these ads even run? On the Yahoo network? That's kind of a big place. Lots of older skewing verticals, i.e. local news, weather, finance, etc. Was this a causality of poor media planning?

3) What did the creative look like? Was it engaging? Did it allow for interaction, or was it BORING 40k standard load flash? Or worse...... static?!

Yeah, all of these things would have an effect on a campaign and the demo it would attract.

By: ??????????????? banner ad ??????????????????? 40 « The Future of Internet

??????????????? banner ad ??????????????????? 40 « The Future of Internet — Wed, 13 Jan 2010 06:33:07 +0000

[...] Allthingsd Tagged with: advertisement, banner, [...]

By: Yahoo Study Suggests Web Display Ads Ineffective With Younger … Mobile Advertise

Wed, 13 Jan 2010 05:19:43 +0000

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By: Greg Satell

Greg Satell — Wed, 13 Jan 2010 04:37:08 +0000

Peter,

This is indeed a problem. Most of web revenues come from direct response advertising. They have made very little headway with display ads (which is why you can see the effect of the web in newspaper ad revenues, but nowhere else).

Interestingly, Google and Yahoo seem to really understand the problem, although few others in the digital world follow suit.

Web video is supposed to solve the problem, but hasn't made much headway. Ironically, the biggest obstacle is that digital media doesn't know as much about it's users as TV does.

I'm sure the problem will get cleared up eventually, but for the moment, digital people seem to be a little slow to catch on.

- Greg

By: Ted Rheingold

Ted Rheingold — Wed, 13 Jan 2010 03:53:06 +0000

Hi Peter,

Good find. Very interesting.

Do you know if the campaign was exclusively banners or was there greater brand exposure? If my bent it isn't obvious already we find that banner blindness means brand campaigns have to have multiple touch points, ideally one created for the publication's audience. From all I've seen Yahoo! hasn't been in a position to do custom brand campaigns for some time.

However with the enhanced Lab and hires I would expect Yahoo! to make good progress by the end of the year.

This is our bread and butter too, so these finds are great. Thanks!

By: davebarnes

davebarnes — Wed, 13 Jan 2010 02:24:43 +0000

As someone who is 61 years old, I can assure you that ads on the InnerTubes® have absolutely zero effect on my purchasing expenditures.

Thank you Firefox and AdBlock Plus.

The sad thing is that I could have attended Woodstock, but I foolishly chose to work that week so as to have more money for the school year. Oh well.

By: renaissance chambara | Ged Carroll - Links of the day

renaissance chambara | Ged Carroll - Links of the day — Wed, 13 Jan 2010 00:03:38 +0000

[...] Yahoo Study Suggests Web Display Ads Ineffective With Younger People | Peter Kafka | MediaMemo | All… – given that Yahoo!’s business relies on a substantial amount of display ads, I am not surprised that they are paying attention right now. [...]

By: Anonymous

Anonymous — Tue, 12 Jan 2010 22:04:00 +0000

That’s because people under 40 (and sometimes over) know how to use adblocker plugins.