Different age groups look for different things when it comes to internet marketing, according to the results of a new survey.
The research, carried out by Lightspeed Research and the Internet Advertising Bureau (IAB), reveals that younger internet users want ads that are entertaining and which promote special offers.
While their older counterparts also cite special offers as something that is likely to grab their attention in an online ad, marketing that is useful and relevant to their needs is seen as more important than entertainment.
Internet marketing teams should therefore keep these key differences in mind when developing their ad campaigns, the IAB points out.
David Day, chief executive of Lightspeed Research in Europe, says: "It is important that marketers adapt their messages to appeal to their target audiences."
Meanwhile, research from Hitwise shows that the number of internet users visiting online video websites has increased by 41 per cent in the last 12 months, which could open up new opportunities for web marketers.