Web users are most likely to click on simple text adverts rather than their complex video counterparts, according to a new survey.

Carried out by iPerceptions, the study found 25 percent of respondents preferred text ads.

In addition, 11 percent of consumers said they were likely to click on video adverts – with the medium proving most popular with people under the age of 25.

Jonathan Levitt, vice-president of marketing at the company, stated retail groups are predicting the toughest holiday season since 1991 and as such marketers need to make sure every dollar they spend on advertising is as well invested as possible.

"Our research clearly shows that media sites that offer consumers compelling content and features – encouraging repeat visits – generate much better ad clickthrough rates than less engaging sites," he added.

In other news, sector commentator Thomas Harpointer recently wrote in the E-Commerce Times that an email marketing strategy can be an effective means of augmenting an advertising scheme.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.