According to a recent Adweek Media/Harris Poll survey of just over 2,000 Americans, a large number of them claim to be ignoring a lot of online advertising. When asked what kind of advertising they ignore most, 63% singled out internet ads as something they ignore.

Among those, banner ads were the number one thing they pay no attention to at 43% and search engine ads were second at 20%. These percentages are higher than the 14% who disregard TV ads, the 14 % who shun radio spots and the 7% who glance over newspaper ads.

The poll breaks the numbers down further by age, gender and education and this is where things get interesting. Take a look at how age changes the dynamics:

“Older Americans say they ignore ads on TV the most -- one in five of those 55 years and older say they ignore TV ads (20%), compared to 14% of those 45-54 years, 13% of those 35-44 years, and just 9% of those 18-34 years.  Conversely, younger Americans are more likely than those older to ignore radio ads the most (11% of those 18-34 years do, compared to 6% of those 55 years and older).  Also, while over two in five in all age groups say they ignore Internet banner ads the most, those aged 35-44 are most likely to say this, as almost half ignore these ads (47%) compared to between 42% and 43% of the other age groups.”

So, the medium would seem to affect the message based on age. Perhaps older TV viewers are suffering from fatigue or it might be an issue of trust. After decades of being served up ads on TV which promise everything and deliver less than expected, it simply may be wearing thin on the older generation. Radio on the other hand, may just be suffering from a lack of relevance to the younger digital generation. Or it might be a matter of familiarity breeding contempt and sheer boredom with the presentation.

It’s guessing. But one thing is for sure: marketing fatigue is a fact.

Relevance and marketing fatigue

The problem with traditional advertising is that it is basically the equivalent of “drift net fishing” and while you can target your ads to some degree based on demographics, you can never be sure you will reach the prospect when he or she is actually receptive to the message. Why? Because you are the one knocking on the door and not the prospect and that is an initiative people increasingly want advertisers to give back to them.

If a poll such as this provides you with the assurance that the old ways of doing business are best, you’ve taken the first step off a cliff. If on the other hand these numbers reinforce or inspire you to look at empowering the consumer with choice and flexibility, then you are part of the future and have learned from the past.

Your key to success is to be present on the channels which your prospect migrates between (web, social and mobile) and provide touch points and information which puts the power of choice in the hands of the consumer. Is your corporate culture and strategy that of door which is readily opened to the knock of opportunity?

Finally: does this mean advertising on Internet and other media are irrelevant? Not if they are…relevant and tap into what people deem appealing, interesting, remarkable or plain old fun.

Again: marketing fatigue is a fact and it would be naïve to ignore it. Reverse the process and focus on relevance. Across all channels and media.