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According to an Econsultancy survey on consumer attitudes toward advertising, familiarity may breed contempt.

Overall, US Internet users were most likely to say they “hated” advertising on television. But some of the variation by age suggests that users most affected by different advertising tend to be most annoyed by it. Two-fifths of respondents ages 18 to 24 hated ads on sites such as YouTube and Hulu, along with 20% of 25- to 38-year-olds, compared with just 10% of respondents ages 55 and older. Relatively few of those older respondents watch online video compared with their Gen Y counterparts.

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Is the Click Still King?

ROI lags behind in measurement

Online marketing has been touted for its measurability, a quality that should make it easy for marketers to determine effectiveness and value for money. Despite widespread recognition that the click-through does not measure the full effect of an online ad—even ones placed with direct response objectives—and calls for better branding metrics, many marketers still rely on the easy-to-track click as their top performance metric.

A March 2010 survey by Chief Marketer showed the click remained on top, with 60% of US marketers reporting they measured performance in click-throughs. Fewer than two-fifths measured overall return on investment (ROI).

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