Consumers most annoyed by auto-play videos, pop-ups
The Coalition for Better Ads, a group of leading advertisers and related associations, named auto-play videos and pop-up ads are the worst formats to use.
The conclusion came from findings of the Coalition's first report, which surveyed more than 25,000 consumers across the US and Europe.
Pop-up ads, auto-play video ads with sound, prestitial ads that force users to engage before viewing content and large sticky ads were the biggest culprits on desktops.
It was a similar story for mobile ads.
The reported highlighted pop-up ads, prestitial ads, ads that take over more than 30% of the screen, flashing animated ads, auto-play video ads with sound, ads with a countdown, full-screen ads that users must scroll past, and large sticky ads were the most disruptive—and hence most annoying.
The report was used to develop the Better Ads Standards for desktop web and mobile web for both North America and Europe
"We hope these initial standards will be a wake-up call to brands, retailers, agencies, publishers, and their technology suppliers, and that they will retire the ad formats that research proves annoy and abuse consumers," said Randall Rothenberg, President, and CEO, IAB in the Coalition’s press release.
“If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion,” he added.
“This exhaustive research allows advertisers, agencies, publishers and everyone else involved in the advertising ecosystem to have a much better understanding of the kinds of ads that consumers like to see – and the ones they don’t respond to. It is exactly the type of information that will lead to the higher performance for digital advertising as a whole,” said David Chavern, President, and CEO, News Media Alliance.
The Coalition is now expanding the research to include Asia Pacific.