Internet users want ads that are relevant, useful and offer discounts according to a survey by Lightspeed Research and the UK based Internet Advertising Bureau.

The survey found that younger Internet audience are more interested in special offers, the entertainment factor and exclusive information within advertising.  For 45-54 year olds however, ads need to be more relevant and useful to make an impact.

Ads that offer discounts particularly appeal to 18 -35 year olds, but with the economy slowing, people of all ages are looking for ads that offer discounts.

The majority of respondents believed they had been exposed to more traditional forms of online advertising, such as sponsored links, banners and emails. These ads were most likely to have generated click-though rates.

The research found that newer forms of online advertising are gaining ground, specifically ads using rich media such as video and widgets. Facebook gifts and branded applications online are especially effective with 18-24 year olds – 29 percent had seen and sometimes interacted with an ad from either Facebook or branded content.

Email advertising is particularly effective for those 25 or older. Thirty-four percent of 25-34 year olds said they had seen and sometimes clicked on an ad in an email.

“The research has found that even though not all consumers click on ads, they are now fully acquainted with most forms of advertising online, with the majority having been exposed to most internet ad formats,” said Sorcha Proctor, Research Manager for IAB UK.

“It also highlights exactly what consumers what online: relevance, entertainment and value for money, and its important for brands to bear this in mind when planning their digital campaigns.”