According to a research study conducted by CrowdScience and reported by eMarketer, more than half of internet users worldwide have clicked on an online ad in the last 6 months. While click activity varied by ad, searchers most often clicked on ads that evoked interest in a product or showed them products they were already interested in. While not all ads were convincing enough to entice users to click on them, seeing ads (though not clicking on them) inspired users to research or shop later for an advertised item. As a result, more than 75% of users who viewed an online ad followed-up later with research on the same company, product or service.
In addition, the study found that:
- The majority of users who declined to click on an online ad did so based on perceived lack of ad trust or relevancy.
- Users ages 25 to 44 were the least trusting in online ads: 18% didn’t trust online ads in general, and 24% feared getting a computer virus from clicking on ads.
With these statistics in mind, it’s important for online advertisers to provide relevant, enticing ads and eliminate lack of trust by optimizing their online presence a user experiences throughout their buying process. Advertisers that are able to provide the most relevant content will potentially garner the most clicks and influence buyers the most, according to the study. In the end, relevant ads win the day.