Report: Most Men (18-34) Don’t Mind Online Ads

December 16th, 2008 in Online Marketing- International

-By Kenneth Hein

Men’s favorite online activity is not porn, according to a survey conducted by Break Media; rather, it is funny online videos like those at Funnyordie.com (above). The company worked with Hall & Partners earlier this year to survey more than 500 men 18-34.

What they found was that this demographic truly loves the Web. Sixty-nine percent of respondents said they could not live without it, compared to only 39 percent who said the same of TV.

Nearly half of this group spends the equivalent of a full day (22 hours) online. Still, despite this intimate relationship, 74 percent of the men surveyed said they’d “rather have sex with a hot girl” than surf the Web.

So what about advertising? Most men prefer brands that either create pervasive messaging like site takeovers or keep messages brief (five second prerolls). Nearly half have purchased a product or service as a result of an online ad. Here are some of their other thoughts about online advertising:

• Forty percent of men say they pay more attention to ads with video than without.

• Men retain brand awareness from viewing banner ads and other forms of online media. Although they might not click, nearly 60 percent say they notice the companies that are advertising.

• Almost 40 percent of men pay more attention to online ads than those in newspapers or magazines.

• Men are more receptive to interactive games and contests. Ads that involve playing a game or contest increase appeal by 35 percent and 34 percent, respectively.

• Site takeovers do not bother 63 percent of respondents nor does five-second preroll, according to 58 percent. This number goes down, the longer the ad. Thirty-six percent said they like or are not bothered by 15-second preroll. Slightly less (31 percent) said the same about 30-second preroll.

• Almost half (47 percent) of men who saw an ad online have gone on to purchase the item at retail. Thirty-nine percent purchased something online after viewing a digital ad.