Guess what? Consumers don't like those lovely rich media overlays that sit on top of the article you're trying to read on the web - according to a new survey they're hated just as much as pop ups. And consumers are taking action to avoid these ads - pop up blocking software is becoming a must have.
This is further evidence of the rise of what we call ad avoiders. People who will change their behaviour to actively avoid advertising.
On TV we've strong evidence that people are using PVRs (Sky+, Tivo etc) to avoid ads - and we estimate that 1% of ad impacts are currently avoided in the UK - meaning British advertisers are wasting over £30m on ads people don't see.
To get a copy of our Viewpoint on this mail me at [email protected]
People are definitely using tech to filter advertising out of their lives. And increasingly they are using tech to create their own content too. Here's more:
http://www.collaboratemarketing.com/modernmarketing/2004/11/strongready_for.html#c3588743
Posted by: James Cherkoff | January 25, 2005 at 03:16 PM
Ads that float or hover across the screen are absolutely annoying, definately adding value to the customer experience, you never know exactly where the click/close button is and before you know it you've clicked into the ad and open numerous pages that contain embedded ADWARE.
It such a turn off that I almost avoid the sites where I experienced these annoyances.
Posted by: Juilette Williams | November 29, 2005 at 01:41 PM