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Rich media advertising may draw the eye, but it doesn't necessarily draw clicks, according to recently released results from an iPerceptions study.

iPerceptions' latest survey into which ads are being clicked on, and by whom, appears to suggest that good old-fashioned text ads are the most likely to be clicked.

The research firm found that text ads were clicked on 25% of the time, whereas video or rich media units commanded just 11% and 7% of clicks, respectively, reports MediaPost.

The probable reason behind the high click rate of text ads is that consumers have been "conditioned" by their use of Google and seeing text ads related to searches.