Study: The Most Annoying Mobile Ad Formats

Study: The Most Annoying Mobile Ad Formats
SHARE
THIS


What best describes you?

The most annoying mobile ad formats are those which prevent content being consumed, according to a new study by Inskin, in collaboration with On Device Research.

The research found that people regard pop-up ads (cited by 28 per cent of respondents) as the most annoying mobile formats. Ads which interfere with content being consumed by delaying pages loading also featured highly (18 per cent).

In contrast, ads which compete for attention and do not prevent content consumption, such as those that move down the page alongside the content (13 per cent) or sit at the top and bottom of the page (8 per cent) are much less annoying.

“It’s not rocket science – advertisers simply have to put themselves in people’s shoes and be more considerate about the mobile advertising user experience,” Inskin CCO Steve Doyle said.

“There are some easy things here. For example, un-skippable ads, ads which obscure content or those that don’t have a close button, should be avoided.

“If a video ad is autoplay, then at least it should be without sound. If content is hidden by interstitial formats, then they should be easy to close.”

Matt Newcomb, Inskin’s general manager for Australia, added: “It’s about finding equilibrium between the needs of consumers, publishers and advertisers.

“Consumers want to access content without being annoyed by intrusive advertising, publishers want to be able to monetise their content, and advertisers want to deliver ads that drive results.

“Ultimately, if advertisers use non-intrusive formats then all parties benefit. It’s that simple.”

The research also revealed that people are 134 per cent more likely to remember the ads that sit around the content and move with it, compared to the average mobile ad.

One of the types of ads tested – known as a ‘pageskin’ format – generated 239 per cent greater ad recall among viewers than the average ad.

“People understand and largely support the concept of ad funded content, but that doesn’t excuse advertising in these environments creating a negative experience,” Newcomb said.

“As advertisers, we can strike a balance and ensure that we’re serving high-quality, non-intrusive advertising formats that complement the experience, not detract from it.”

Doyle added: “As an advertiser, you need to respect people’s right to choose whether to look at ads, and it’s common sense not to interrupt or annoy users. Letting them decide when they’re ready to interact with your ad increases its chances of success.”

It’s not only ad formats that annoy people with the research finding that 18 per cent of respondents say irrelevant ads annoy them to some degree.

“For ads seen multiple times, irrelevant ads are 33 per cent more likely to anger people, so it’s vital not to waste money on ads placed in the wrong context,” Doyle said.

“Ads in the right context, such as cosmetics ads on beauty websites, are much better received than in an unrelated context.

“‘Right person, right place, right time’ is a minimum standard for media, but far too often buyers overlook the quality and relevance of the environment.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]