Do Consumers Click on Online Advertising?

Friday, September 7, 2012

Almost every website that we visit has outside advertisements on it. Companies have to pay to advertise on websites, if this method of advertising did not work, then companies would not use this avenue. However, how many times have you ever clicked on ads from a website? Do you ever pay any attention to these advertisements?

So do people click on online advertising?

Below are some reasons why people click on online ads:

  • Online advertising is carefully targeted to the interests and consumer behavior of web surfers, so the ads that they see are likely to be of things which interest them.

  • When clicking on online advertising, generally a user is taken to the parent home webpage which eliminates going through a lot of different sites to get to what you want to see.

  • If online behavior tracking is anonymous and non-personally identifiable, people generally become much more comfortable with having their behavior tracked and appreciate the targeted nature of the advertising.

  • Search engines can blacklist dishonest companies that advertise.

  • Websites can be ranked in search engine by number of visitors, key words in content and review of content (deeming them credible or not).

Reasons why people do not click on online ads:

  • Some web surfers detest advertising that pops up in new windows. They also do not like ads that look like system messages from their operating systems - those gray rectangles with an OK button - that end up taking them to the advertiser’s website. These advertising forms do not allow people to opt out of seeing it, which annoys them.

  • People are suspicious of ads that appear on websites that are heavily populated with ads and sparsely populated with content. For the same reason, they do not like ads that cover a site’s content.

  • Many of us have clicked on ads that subsequently crashed our web browsers. This becomes increasingly likely with the complex internet scripts that many ads run.

  • Since internet advertising costs companies a lot less than television or newspaper ads, many people still think that the more serious and trustworthy companies are the ones that advertise offline.

  • Internet advertising can, at least temporarily, benefit the dishonest companies that use dishonest methods to increase their search engine rankings. This makes many people suspicious of high-ranking ads and the websites that carry them.

  • Web surfers are suspicious of advertising that is carefully targeted at their interests and consumer behavior. People are worried about having their online behavior tracked and recorded, which is necessary to match their interests with the content of the ads they see.

While online advertising has its advantages and disadvantages, consumers do seem to click on ads and companies do make money from them. It is, thus, an advertising medium that is likely to stay.