Online advertising is a fundamental part of the budgets of brands and companies and a key element for the survival of online media and other network companies, which have their main – and sometimes only – source of income. . But despite that crucial role for two of the key elements of the industry, online advertising has many associated problems. Consumers do not usually see it favorably and the decisions that have been made in this regard have not been the best.The network has been filling with ads and more ads and, as advertising prices fell and consumers ignored the advertising messages of brands, the industry has been filling it with more ads and ads that are more impossible to avoid and more. annoying. Consumers have been complaining about online advertising for years.
But what are the most annoying online ads? What format is the one that Internet users tolerate Luxembourg Phone Number List to a lesser degree? Industry data makes it clear that certain ad formats generate higher rejection than others, as evidenced by data from a study just released by eMarketer. The study was conducted on a US sample, but the data are easily extrapolated.The most annoying advertising formatsAt the outset, you could say that video ads that consumers can’t control are the ones that generate the most rejection. Two formats of them occupy the first two positions on the list.The type of ad that consumers find to be the most annoying is video ads that play automatically on the web and have sound. They are selected by 66.7% of those surveyed. After them are positioned the video ads with automatic playback but without sound (55%).
Behind them, and completing the three main positions in the ranking, another sound advertising format is positioned. Audio ads, whether on podcasts or music streaming services (like Spotify ads), are annoying for 47.7% of respondents.The list is more extensive and is completed with other recurring ads in online advertising and in the strategy of brands and companies on the network. 42.4% of consumers complain about ads that are based on their search history, 36.7% of static ads (such as banners) that recommend products they have already purchased, and 36.3% of Ads that segment them by interests and behaviors on social networks. Very close are also the static ads of products that have starred in their online browsing and that they have not bought (the classic retargeting), which annoys 34.2%.
From all these data, it can be concluded that consumers prefer those advertising formats that are less intrusive. They see them less annoying. In fact, the data is in line with previous studies, which pointed out that the most invasive ads were the ones that received the greatest rejection.Does anyone welcome the ads?Although perhaps the most worrying thing for the industry is the data about consumers who do not believe that online advertising is annoying.Only 10% confirm that statement. In contrast, therefore, it could be said that only one in 10 Internet users receives advertising without negative perceptions, since only one in 10 believes that online advertising is not annoying.