The latest LoopMe study shows that Gen X and Baby Boomers are the most responsive to digital advertising. Over a third (37%) of 45-54-year-olds and 40% of 55-64-year-olds report that they purchase online ads every few months. These numbers surpass the average of 31%, allowing marketers to target older audiences willing to engage with digital ads strategically.
This research celebrates the 30th anniversary of the first online banner ad on Wired magazine’s HotWired website on October 27, 1994. This ad initiated a transformation in advertising, sparking an evolution in online ad formats and strategies as brands sought new ways to connect with consumers in the digital era.
In addition, the study highlights that a quarter (26%) of those aged 45 to 64 are open to seeing advertisements in exchange for free online content, as long as these ads don’t interfere with their browsing experience. Moreover, 13% of this age group preferred viewing ads over paying for content access, revealing that ad-supported models remain appealing, particularly among older consumers.
The research further explored consumer perceptions of the effectiveness of ad placements, with findings highlighting that embedded ads within content are the most noticeable. As many as 17% of respondents reported frequently noticing ads located within the body of the content, followed by ads placed at the top of the page (10%) and at the bottom (8%).
However, the study also showed that 33% of consumers feel today’s ads are too intrusive. Despite this sentiment, younger shoppers appreciate the increasing personalisation and relevance of digital ads; in fact, 14% of shoppers aged 18-24 and 17% of those aged 25-34 expressed positive feelings about the personalized nature of digital advertising.