We're seeing more and more ads on these sites flagged with text or graphics to make it clear to both parents and kids that banners are paid advertisements. The report, ordered by President Clinton last year in the wake of the Columbine High School shootings, found that companies are advertising R-rated movies on TV programs aimed at kids and in teen magazines, and that kids are often the target audience for violent movies and games, newspapers reported. Department stores, pet-supply and toy sellers accounted for a combined 19 percent of impressions. Most Ads AdRelevance said most online ads aimed at children and families run on sites that target those audiences, as well as on portals. Yet for family-focused advertisers, child and family sites host 22.5 percent fewer banner impressions.
Some companies aim to reach both markets.
The bank's ads aimed at kids promote the site as a source of information for them, while the ads aimed at parents point out the site's use as a tool for helping educate kids about money.