Independent research has shown that "intrusive and irrelevant" advertising is damaging brand perceptions and is a huge turn off for internet users. According to the recent study as many as 73% of web users have left a favourite website due to annoying advertising compared to 50% in 2007.The findings, by Opinion Matters on behalf of www.howto.tv show that the worst offenders are certain adverts for gambling sites, financial services companies, car brands, household goods and beauty brands.
Major irritations for users were ads with loud noises, pop-ups that cover information and ads that were difficult to close.
The figures also show that 59% of users have stopped returning to a website because of problem advertising, with that figure rising to 70% for 25 to 34 year olds. That's an increase from just 16% and 14% respectively just one year ago.
Nearly all (97%) of users would be less likely to purchase from a brand if a pop-up unrelated to the subject of the website appeared on the page.
Pop-up ads have been around for years. The original method of creating a pop-up was to use code to open a new browser window containing just the advert. Browsers and browser toolbars eventually lowered the instances of this happening with so-called "pop-up blockers" but recently it has been more common to put a pop-up within the actual page, a box which often moves from one point on the page to another with "close" buttons that can be difficult to find. Whereas the old style pop-ups tended to be confined to lower end, more spammy websites, the new style has been increasingly used by big multinational companies on top-end websites.
The howto.tv survey of 1,046 adults over the age of sixteen also contained positive information for online advertisers. 56% of 16 to 24 year olds and 44% of 25 to 34 year olds said a video ad would make them more likely to purchase the brand. This figure was still substantial at 38% of 35 to 44 year olds and 29% of 45 to 54 year olds.
The survey in this case uses a small sample size and shouldn't be treated as gospel. A well designed pop-up needn't necessarily be intrusive to the user. What should be taken from this new research is that any innovative advertising should be user tested in advance of publication. After all, who wants to pay to have their brand sabotaged?
