Well, the statement that "targeting is necessary to market to this demographic" is obvious, but such an old school way of looking at things. Yes, if you're going to put up banner ads, make sure they're targeted to your audience. This is marketing 101 type of stuff. It doesn't matter if it's college students like in this article, or any other group.
However, according to this research, 59% still ignore the ad. The research talks all about the ways in which college students use the web. Instead of being about how best to integrate marketing efforts into the ways students actually use the web, the article talks about banner ads. Lame.
80 percent of respondents use the Web for purchases, up from 21 percent in an early study. Nearly half regularly download music, and 71 percent are active users of online banking.
This group has multiple e-mail addresses. Sixty-eight percent of recent graduates use multiple e-mail addresses, and 42 percent retain their .edu account. Graduates prefer to their alma mater newsletter in e-mail form (73 percent). Already, 78 percent read news online; up 20 percent from an earlier report.
Networking through alumni channels is shifting to use of social networks. Socializing through alumni groups fell from 70 percent in 2003 to just 30 percent. In that time, visits to social networking sites rose 30 percent.
So college students immerse themselves in the medium. They create and join networks and communities. They get their news and entertainment online. But the way to reach them is banner ads? I think not!