A research firm called eMarketer commissioned Bizrate Insights to survey its panel of digital buyers in the US about the kinds of ads they found either annoying or useful. Somewhat unsurprisingly, about two-thirds of the digital buyers in the US thought that autoplay video ads with sound were the most annoying type of online ad. In second place was the autoplay video ads that did not have sound, which was followed by music streaming services audio ads.
The rest of the list is made up of mostly personalized ads in search results, social media, and websites. The advertising that is most resented by consumers is shocker! Even Google hates them. This new research into consumer opinions about digital advertising has clear lessons for the marketers who manage digital ad campaigns, regardless of platform. Here are 6 themes that stood out in the course of my research. It's interruptive, annoying, and downright rude. Similarly, non-skippable video ads are the most hated form of advertising among adblock users.
Luring consumers in with something that sounds hyper-relevant to what they're reading or watching, but ultimately isn't, will not convert visitors into leads Fifty-six percent of consumers say "most online ads these days are insulting to my intelligence," which contradicts the idea that you need to write for the lowest common denominator. Part of what makes ads feel intrusive is a feeling of dissonance, clutter, and lack of coherence with the placement of the ad.
Some of those elements are outside of your control, but you can impact much of it with good design. Before you interrupt their browsing, give people time to find value in what you're providing. Eighty-one percent of people have closed a web page because of a pop-up , 2 but they'll be less likely to do so after they've already received some benefit from what they're reading or looking at and have more to look forward to.
Here's a simple trick you can use. Would you do it in person? Let's say a customer is browsing in your store and you see her pick up a pair of sunglasses, try them on, check the price tag, and set them back down. You might walk over to tell her that they're on sale, or that you have another color in the back, or to share a cool story about the brand—each of those interactions add something for her, and she might even welcome them.
But if you follow her around the store going, "Did you forget those sunglasses? Are you sure you don't want those sunglasses? What about now? Negative ad experiences can really stick with consumers. If "obnoxious or intrusive" seems a little subjective for your taste, there's also data on what types of advertising impact people's opinions most negatively. People surveyed were asked "If a company you regularly interact with sent or displayed the following types of ads to you, how would your opinion of the company change?
Beyond that, the way we think about what our audience actually wants from us also needs to evolve with the times. When you combine the negative perception of ads held by most with a cluttered web, the downfall of digital advertising becomes all too clear.
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None of the ad types were particularly liked: the lowest average rating was 3. To understand how ads compared with each other, we ran multiple comparison tests using Tukey contrasts. Thus, this finding makes it difficult to determine whether it was the mobile condition or the lack of ability to skip the ad which made the ad more annoying.
The Tukey contrasts indicated that the top four most hated ads on desktop did not differ from each other significantly, but did differ significantly from all the other ad types with one exception: deceptive links was not different than top persistent banner , so it would be fair to say that the winner for most hated ad type on desktop is a four-way tie between modal ads, autoplay video ads, intracontent ads which shuffle page content as they load, and deceptive links that look like content but are ads.
As for the ads that were hated the least on desktop: the ratings for nonanimated right-rail ads and related links did not significantly differ from each other, but were significantly lower than all the other types of ads. Another notable finding is that there was no difference in annoyance between the two types of persistent banners top and bottom. Not surprisingly, animated right-rail ads were rated as more disliked than nonanimated ones.
On mobile, the hierarchy of ad dislike is more complicated. Related links was the clear mobile-ad winner: it was rated as least disliked and differed significantly from all other ad ratings. Prevideo ads with no skip option and deceptive links were rated significantly worse than sponsored social media and related links, but were no different than any other links.
And although the average rating for top persistent banners was higher than for bottom persistent banners, this difference did not reach statistical significance. They are the only advertising format we deem to be completely safe to use on mobile devices. We received open-ended responses.
Any comments that did not have specific information about advertisements or an opinion toward them were considered unqualified responses and were eliminated from our dataset. Of the open-ended responses, were qualified responses which were coded to indicate the ad attribute that the participant mentioned e.
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