Skip to: Navigation | Content | Footer

Consumers sick of interruptive mobile ads

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

Author: News Desk

Posted on: 08 September 2017 12:26

Consumers sick of interruptive mobile ads

Steve Doyle: "It’s not rocket science; advertisers simply have to put themselves in people’s shoes."

People regard pop-up ads (cited by 28% of respondents) as the most annoying mobile formats, closely followed by ads that sit in the middle of the screen (26%), along with ads that delay the page loading (18%) – all of which interrupt content being consumed. In contrast, ads which compete for attention, such as those that move down the page alongside the content (13%) or sit at the top and bottom of the page (8%) 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,” said Steve Doyle, Inskin Media’s CCO. "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.”

The research also revealed that people are 134% more likely to remember the ads that sit around the content and move with it, compared to the average mobile ad. One of these type of ads tested - known as a Pageskin format – generated 239% greater ad recall among viewers than the average ad, says Inskin Media.

Doyle says, “As an advertiser you need to respect people's right to choose whether to look at ads, and it’s simply 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; 18% of respondents say irrelevant ads annoy them to some degree. Doyle says, “For ads seen multiple times, irrelevant ads are 33% more likely to anger people so it’s vital not to waste money on ads placed in the wrong context. 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.”

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

Native – it’s all about Trust

James Evelegh
Posted on: 30 November 2017

Off The Page

David Hepworth
Posted on: 30 November 2017

The reader must pay!

James Evelegh
Posted on: 30 November 2017

My predictions for 2018

Jim Foster
Posted on: 30 November 2017

A balancing act

Ray Snoddy
Posted on: 30 November 2017

Hello! – Friend to the Stars

Ciar Byrne
Posted on: 30 November 2017

Media Quotes of the Year

Jon Slattery
Posted on: 30 November 2017

Less is more

Meg Carter
Posted on: 30 November 2017

Rise of agenda-driven journalism

Liz Gerard
Posted on: 30 November 2017

Peter Preston

James Evelegh
Posted on: 10 January 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 21/01/2018 07:50)

Editor's Pick of Recent News Stories

Posted on: 19 January 2018
Posted on: 18 January 2018
Posted on: 18 January 2018
Posted on: 15 January 2018
Posted on: 15 January 2018

Find out more about

Featured job

Publisher Account Manager
Salary: Competitive
Gold Key Media
Soho, London

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Next Top Tips Webinar

Navigating the Future of B2B Media: 10 practical strategies

2.30-3pm (GMT), Tuesday 30 January 2018

Carolyn Morgan

FREE-TO-ATTEND

Webinar sponsored by

Publishing Partners Guide