Deloitte’s annual media consumption report says 66% of Internet users would click on more online ads if they were better targeted to them, younger users don’t mind ads as much as older users since they are less likely to pay for content. What must surprise and annoy video portals like YouTube is that people hate ads in video clips. Only 17% of users say they would watch an ad that plays in a video.

The most effective ads are those that appear during keyword searches. 78% of the respondents found the most useful ads by performing keyword searches. No wonder Google continues to do well.

The findings contradict a study conducted last summer in the Netherlands by Dutch research firm Qrius. In that study, they found that only 11 and 13 percent of those surveyed (ages 6 through 29) gave a positive or neutral reaction to ads on chat and game sites. Ads on websites and in emails received a positive/neutral rating among 13 and 15 percent, respectively.  Oddly, 33 and 41 percent of young people consider ads in traditional media, TV and newspapers, not to be irritating.

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