![]() ![]() If advertisers want to combat people’s negative impressions of ads, they need to double down on quality. They are seen as deceptive, intrusive, and disruptive. The ads being displayed now are not compelling. Advertisements have a lot of room for improvement. Only a paltry 7% said it was because the ad was compelling. What’s worse, of people who have clicked on an ad, 34% said it was a mistake and 15% accused advertisers of tricking of them into clicking. ![]() This is practical and addressable feedback: ads should look like some thought was put behind them. Perhaps this means there is hope for the ad industry - if ad blocker users could simply filter out specific ad types, like pop ups or video ads, could that be enough to keep the lights on?Ī majority of our respondents also agree that most online ads today don’t look professional and are insulting to their intelligence (63% and 56%, respectively). 77% agree that they would prefer to ad filter rather than completely ad block. 83% of respondents agree that not all ads are bad, but they want to filter out the really obnoxious ones. The most notable data points: the majority of respondents say that it’s the worst offender ads that give online ads a bad name. 79% also feel that they’re being tracked as a result of retargeted ads. More generally, 91% of respondents agree ads are more intrusive today compared to two to three years ago, and 87% agree there are more ads in general. The most frustrating experience for online browsers involve full page pop-up adverts that require the user to find an “X” to remove. We also asked respondents about specific ad types and scenarios. Mostly offline ads like magazine and print ads and TV ads are viewed favorably. What types of online ads do people like and dislike today? What are their general views on online advertising in general? In our survey of 1,055 online browsers in the US and Europe, we found that they disliked pop-up ads, mobile ads, and video ads the most.
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