 |
So it turns out that the way to a man’s heart isn’t through his stomach—it’s through online ads.
More specifically, it’s short, interactive, video-driven ads that appeal to men ages 18-34. According to Break Media and Hall & Partners, 69% of the men surveyed say they can’t live without the Internet, and nearly half (47%) have made purchases at retail after viewing an online ad.
“That’s cool,” you say, “So what?”
Well, besides the obvious implications for our industry, online ads have also proven effective in health initiatives. As published in the Journal of Medical Internet Research, online ads, and their appeal to men, can be used as a real and effective public health tool. According to a study conducted by Graham, Milner, Saul, and Pfaff, people were more likely to enroll in smoking cessation programs when exposed to online ads. These ads were able to recruit a higher percentage of “males, young adults, racial/ethnic minorities, those with a high school education or less, and dependent smokers” while remaining extremely cost-effective.
So while it’s wonderful that Adwords has welcomed alcohol, it’s nice to know that what we do can be used for some real good in this world, too.
This is awesome !!! Good work