Majority of Consumers Say Ads Can Affect the Site Experience, Find Pop-Ups Intrusive

June 8, 2017

Eight in 10 adults at least somewhat agree that online ads can impact their experience on specific websites, according to a survey from Ask Your Target Market (AYTM). The research indicates that most would be likely to use an ad blocker in the future were they to notice an increase in obtrusive ads.

Ads can affect the website experience in several ways: research from Google, for example, demonstrates that mobile ads contribute to long site load times, which in turn affect engagement as consumers value performance over content in the site experience.

Perhaps even more irritating than the effect on site performance for consumers is the intrusive nature of the ad, though. Research has found pop-up ads to be the most disliked form of online advertising, and the AYTM results lend further support to that finding.

Specifically, almost 7 in 10 respondents consider pop-up ads as being intrusive or unacceptable, far ahead of the next-most annoying formats, non-skippable video ads (54%) and autoplay video ads (49%).

Autoplay audio ads are also a thorn in the side for almost half of respondents. That brings to mind a study from Unruly in which about 3 in 4 respondents aged 11 and up surveyed across 11 countries said they discontinue watching mobile video ads when the sound is turned on automatically.

Separately, respondents identified social media ads as the online ad format they believe to be the most effective. That aligns with MarketingCharts’ own primary research, which reveals that social media ads are rising quickly in perceived purchase influence.

About the Data: The results are based on a survey of 1,000 adults from AYTM’s online panel.

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