A new Yahoo report on the effectiveness of online display ads clarifies two key points about Internet advertising: Consumers 65+ years old respond to them more than any other age group; those under 40 pay them scant attention. Additionally, the ad’s effectiveness has little to do with whether or not the consumer clicks on the ad or not.

According to the San Francisco Chronicle, a major retailer teamed up with Yahoo for the report, and that retailer found that display ads had a significant impact on sales, reporting that consumers who viewed the online ads spent an additional five percent each, 93 percent of which was spent in the brick and mortar store, not on the retailer’s Web site. While this is one unnamed retailer’s experience, it’s still telling.

Here’s the SFGate.com notification – read “Study Raises Eyebrows” towards the bottom of this article.

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