New research from Ablock Plus: annoying ads are ineffective
A global study of ad formats conducted by Adblock Plus confirmed that aggressive advertising on the Internet, which prevents the viewing of content, does not bring the desired results.
Adblock Plus recently conducted research in collaboration with Ipsos, a market analysis company. The survey involved 6,000 people from the United States, Germany and France. People were asked what they thought about certain types of advertising. The results were predictable.
In general, the results confirmed that users have tried to convey over the years - search, text advertising and banners that do not interfere with viewing the content are perceived normally. Formats such as animated banners and pop-ups are considered distracting and interfering with viewing content. The diagram below shows the level of how different types of advertising distract and prevent a person from surfing the Internet.
Total allocated 13 types of advertising.
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Here are a few conclusions that analysts came to after the study.
People from the three countries argued that the most annoying ad formats are pop-ups, video ads, animated banners and ads unfolding to all screen space. The latter type along with pop-up windows are ranked as the most hated. This pair, along with video advertisements, received the worst scores - more than 90% more than all other types of advertisements.
A two-part test was prepared. In the first part of the test, participants rated on a 6-point scale how good or bad the advertisement was. The maximum rating was given to those of its species, which according to users were the most unpleasant, 1 - the least annoying. In the second part, it was proposed to evaluate different advertising formats on a 100-point scale. A maximum of points had to be given to distracting and unacceptable advertising.
Detailed research results for each country and you can see by clicking on the following links:
Adblock Plus recently conducted research in collaboration with Ipsos, a market analysis company. The survey involved 6,000 people from the United States, Germany and France. People were asked what they thought about certain types of advertising. The results were predictable.
In general, the results confirmed that users have tried to convey over the years - search, text advertising and banners that do not interfere with viewing the content are perceived normally. Formats such as animated banners and pop-ups are considered distracting and interfering with viewing content. The diagram below shows the level of how different types of advertising distract and prevent a person from surfing the Internet.
Total allocated 13 types of advertising.
')
Here are a few conclusions that analysts came to after the study.
People from the three countries argued that the most annoying ad formats are pop-ups, video ads, animated banners and ads unfolding to all screen space. The latter type along with pop-up windows are ranked as the most hated. This pair, along with video advertisements, received the worst scores - more than 90% more than all other types of advertisements.
How was the study done?
A two-part test was prepared. In the first part of the test, participants rated on a 6-point scale how good or bad the advertisement was. The maximum rating was given to those of its species, which according to users were the most unpleasant, 1 - the least annoying. In the second part, it was proposed to evaluate different advertising formats on a 100-point scale. A maximum of points had to be given to distracting and unacceptable advertising.
Detailed research results for each country and you can see by clicking on the following links:
Source: https://habr.com/ru/post/297226/
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