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iab-consumer-actions-by-ad-type-h2011-aug11.gifVideo and search ads are most likely to inspire viewer action out of several types of digital ads, according to [pdf] an August 2011 study from the Internet Advertising Bureau (IAB). Data from “Affluent Consumers in a Digital World” indicates 41% of both video and search ad viewers have taken some type of action resulting from the ad in the past six months.

Following video ads in percentage of viewers inspired to action are email and web banner ads (37% each), social media ads (28%), and mobile/smartphone ads (17%). Overall, 59% of digital ad viewers have taken some type of action in the past six months.

45% of Digital Ad Viewers Click

For each type of digital ad, the ranking order of actions taken is mostly the same, with a few individual exceptions. Overall, 45% of digital ad viewers have clicked an ad, 38% have viewed an advertiser website, 285 have searched for a product/service online, 18% have become a social network fan, and 17% have gone to a retail location.

Relevance Enhances Interest

iab-relevance-aug-2011.JPGWhen asked what types of ads they are most likely to pay attention to on the internet, several characteristics relating to relevance were among the most popular. These include ads relevant to the content of the website they are currently on (33%), ads relevant to activities they are thinking about (such as car ads if they are shopping for a car, also 33%), ads relevant to where they live or are (30%), and ads relevant based on age, gender or income (29%).

Affluent consumers (those with a household income of more than $100,000) are slightly more likely than the overall norm to pay attention to ads relevant to site content, what they are thinking about and location, but slightly less likely to pay attention to ads relevant to their age, gender or income.

In addition, funny/unexpected ads enhance interest for 30% of overall viewers, as well as affluent viewers and non-affluent viewers.

Affluents More Likely to Feel Uncomfortable, Share Info

iab-targeting-aug-2011.JPGInterestingly, affluent consumers are both more likely to see ads online that make them uncomfortable because they know too much about them and to share information to get a customized online experience than the overall average. Twenty-nine percent of affluent consumers have felt uncomfortable, 3% higher than the 28% overall average.

However, 32% are usually willing to share information, a substantial 23% higher than the 26% overall average. According to the survey, affluent consumers overall currently comprise 21% of US households, have 70% of all consumer wealth, and spend 3.2 times more than other Americans on purchases.

85% of Online Americans View Digital Ads

Eighty-five percent of online US adults have viewed a digital ad of some type in the past seven days, according to other study data which indicates affluent Americans (those with a household income of $100,000 or more) have viewed digital ads at a slightly higher rate (88%), while other Americans have viewed them at a slightly lower rate (84%).

Affluent Americans are also slightly more likely than the overall average to have viewed a web/banner ad (80% compared to 75%), search ad/sponsored listing (77% compared to 72%), video ad (65% compared to 62%), and mobile/smartphone ad (42% compared to 39%). They have the same rate of viewing a social media ad (59%), and are slightly less likely than the overall average to have viewed an email ad (69% compared to 71%).

About the Data: The study was conducted online in the period February 22-28, 2011 for IAB by Ipsos Mendelsohn. Respondents consisted of a national sample of 2,088 online adults 18+, with 1,025 from households with $100,000 or more annual incomes, and 1,063 from households under $100,000.

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