Despite buzz surrounding fancy and expensive video ads, only 11% of consumers are likely to click on them, compared with 25% that would likely click on simple text ads, and 20% that would click on right banners, according to a study from iPerceptions, Inc, MarketingCharts reports.

Though video ads are unpopular overall, the under-25 set is more likely to click on them than on any other type of ad. This age group accounts for nearly one-third of the video-ad viewing audience.

First-time visitors to a site and those with lower incomes also are more likely to click on video ads than other ad types.

The study found a strong relationship between income and likelihood of clicking. As consumers' incomes rise, they become less likely to click on ads. On average, 40% of consumers likely to click on any ad make less than $50K a year - and only 15% make more than $150K. The income gap is most pronounced with video ads, with 49% of consumers likely to click on video ads making less than $50K a year - and only 13% making over $150K.

Click frequency also increases as site loyalty rises. Across the board, 65% of consumers likely to click on online ads are weekly or daily browsers on a site, and only 15% are first-time visitors and 6% are sporadic visitors.

Key findings:

• Consumers are most likely to click on text links (25%).

• Display ads are second most popular, with right banners (20%) significantly beating out top banners (12%).

• Only 11% of consumers are likely to click on video ads.
• 25-34 year-olds show no special affinity for video and are just as likely to click on video ads as text, right and top banners.
• Consumers under age 25 are more likely to click on a video ad than any other advertising unit in the study.
• Nearly 40% of consumers who are likely to click make less than $50K a year; 15% make more than $150K.
• The income gap is most pronounced in those who click on video ads, where 49% make less than $50K a year - and only 13% make more than $150K.
• 65% of consumers who are likely to click on ads are weekly or daily browsers of the site where they see the ad.
• 15% of those likely to click on ads are first time visitors.
• Only 6% of those likely to click on ads are sporadic users.
• Video is the most attractive to first time visitors with 19% likely to click.

"Retail groups are predicting the toughest holiday season since 1991, so marketers need to make sure every dollar spent on advertising delivers an end result," said Jonathan Levitt, VP of marketing at iPerceptions. "Our research shows that inexpensive banner and text ads are still preferred among web consumers."

About the survey: In August 2008, iPerceptions collected user-generated feedback from more than 14,000 visitors to leading media sites to determine online advertising preferences for five different ad types.