So says Harris Research, which polled American consumers about the type of Internet ads they hated the most. In first place are the ones that cover the content (80%), followed by the ones that make it difficult to find the close or skip button (79%) and the (now largely blockable) pop-ups (76%).
In the same study Harris also polled marketers, 92% of which said they use Internet advertising, with 74% earmarking it for an increase.
Marketing Charts which reproduced the survey concludes: "Harris said that the results of this study suggest that this growing trend toward internet advertising in the face of large numbers of frustrated consumers may eventually cause a backlash."
As I've written in the past, I am sceptical about the effectiveness of display advertising online, believing that consumers are cultivating banner blindness. Having said that my first thought was that Harris had deliberately chosen the worst industry examples to make their point. Now that I think about it though, I can remember quite a few recent examples of things like ads magically appearing when you start moving your mouse to the side of a piece of text.
- Advantage Of Advertising Online (adamzaius.net)
- Why Internet marketing is just getting started (mikemoran.com)
- Digital Deluge (revenews.com)
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