Children are selective in the ads they view

A survey from turner media innovations and the internet advertising bureau (IAB) Uk has found that children between the ages of 6 and 12 are very selective in the types of advertising they respond well to and the types of websites they visit. The survey used a combination of research techniques such as eye-tracking technology and consumer focus groups. It was found that childrens are less likely than adults to engage in click-through behaviour and are less likely to find ads intrusive if they are engaging in activities such as rich media, pre-roll and in game formats that dont require them to navigate away from the page.