Pushy online ads wave bye-bye to surfers

Posted by Henrik Madsen on July 29, 2008

More than eight-out-of-ten (84%) web users have left a favourite website because of intrusive or annoying online banners and ads. And 70% have stopped visiting a website altogether, according to the 2008 Consumer Attitudes to Online Advertising Study, released last week.

Bugbears included ads with loud sound effects, pop-ups covering web content (my personal peeve) and ads that were difficult to close, minimize or click away from. And the trend looks set to continue, with these figures up 16% and 14% respectively over 2007 findings among 25 to 34-year-olds.

However, the research shows that these crucial consumers particular favour online video content, with 83% stating they have watched online video. Asked what would be the effect of a video ad on their favourite website, almost half said it would make them more likely to purchase the brand.

So there is clearly a case for re-thinking the ‘in-your-face’ approach to online advertising and website banners. Sure there’s a need to stand-out from the clutter. But stand-out a little too much and you risk alienating your target audience. Ultimately, doing more harm than good to your bottom line and your brand.

The positive feedback to online video is exciting and presents many businesses with new potential to engage their customers and achieve the return on investment they are seeking.

* The Consumer Attitudes to Online Advertising Study was conducted by howto.tv among more than 1,000 web users.

 

Filed Under Advertising, Flash, Hints & Tips, Online Video

 

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1 Comment so far
  1. Rich October 2, 2008 12:04 pm

    Don’t forget about long long long sales letters/pitches, I have always hated those and yet they continue to work.

    If people would just use AdBlock Plus on FF the web would be a nicer place! :-)

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