Study: The Most Annoying Mobile Ad Formats

Study: The Most Annoying Mobile Ad Formats
SHARE
THIS



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.”

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine