How effective are online ads?

HARRISON TANG

Chief Executive

Spokeo

Very. Display ads have seen a resurgence, and a reason for that is retargeting. Studies show that retargeting is almost as effective as search engine ads, which have been known to be the most effective because they have direct-to-consumer intent in those ads.

SHARRAN SRIVATSAA

Chief Operating Officer

Teles Properties

Online ads targeted to generate real estate leads are effective but have a longer than perceived incubation period. Our data shows us that with a thoughtful lead nurturing process, online leads become active prospects in nine to 12 months.

CHRISTIAN MEOLI

Chief Executive

Voltaire Media

Online advertising is still a viable outlet, but the way we absorb a message is always adapting and a consumer’s viewing time needs to be respected. Digital platforms have created another avenue that splinters consumers’ attention and focus. At the end of the day, you have to get people’s attention and trust but it also has to be balanced with respecting receptivity, flow and boundaries.

CHRISTINE HARTE

Stylist

Completely ineffective. I find them irritating and have installed software to block as many of these annoyances as possible. I actively pay not to get online ads.