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Online Ad Effectiveness (a Yahoo! study)

Posted by Techvibes Newsdesk on Tue, January 26, 2010 6:50 PM · Filed under Denver-Boulder, Portland, Seattle, Calgary, Edmonton, Montréal, Ottawa, Toronto, Vancouver, Victoria, Kitchener-Waterloo, South-Florida, Atlantic-Canada · Comments

Dr. Jill Strawbridge, from the User Experience Lab at Yahoo! presented a talk entitled "Online Ad Effectiveness" at the "Clicking with the Human Mind" session at Advertising Week in Toronto. During her presentation, Dr. Jill covered an experiment Yahoo! conducted to decipher which demographic groups relaed better to different styles of online advertising.

The three demographic groups consisted of Generation Y, Generation X, and the Baby Boomers. The three different advertising styles under study were:

motion versus static ads
colour palette (warm, cool, grey)
border treatment (round, aquare or no border)

Here are a number of Dr. Jill's findings:

GenY loves videos while the Baby Boomers couldn't care less.
GenY loves warm colours; GenX prefers cool-grey
Baby Boomers show little variability for all styles
GenX recalls static ads beter than motion
videos attract GenY but they tune out after a few seconds

Company:: Yahoo! Inc
Website:: http://yahoo.com
Location:: Sunnyvale, California, United States

Founded in 1994 by Stanford Ph.D. students David Filo and Jerry Yang, Yahoo! began as a hobby and has evolved into a leading global brand that has... [more]

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Techvibes is Canada's leading technology media property. Originally founded in 2000, Techvibes is dedicated to covering social, mobile, and startup news that impacts Canadians. Our editors and nationwide network of reporters combine breaking hyperlocal news with international coverage to deliver a unique balance of insight and information....[more]