Despite the huge potential of marketing brands on the web, most digital advertising campaigns are ineffective because they are not implemented properly, according to a global advertising giant Saatchi & Saatchi study.

Of the over one billion internet users worldwide, some 437 million are in the Asia Pacific Region. In the Philippines alone, over 23 million use the internet; and internet use continues to grow at the rate of more than 20% in the last seven years.

However, most online ads, which consist of banner ads on web pages and ads on social networking sites and search engines, only generate a 0.15% average response rate. The latter is the ratio of positive responses or unique hits in relation to the number of times the ad was exposed.

Worst, the study found that 90% of respondents are unqualified or not the advertisement’s target market.

“Many marketers approach the online world with an old world, broadcast mentality, interrupting people’s Internet time,” explained Andy Greenaway, Regional Executive Creative Director for South East Asia of Saatchi & Saatchi. “Today, brands must attract people rather than try to grab their attention and push messages out to them. It just doesn’t work that way anymore.”

Furthermore, “We are rapidly moving away from the “attention economy,” where brand marketing is about grabbing attention, to an “attraction economy,” where engagement, involvement and participation are now the name of the game,” he added. Online advertising must be purposeful and attract consumers to the brand.