Research Reveals Most Annoying Ad Formats

The research has spawned new advertising guidelines

The Coalition for Better Ads has released a new set of standards for mobile and desktop advertising. The research on which the report was based asked more than 25,000 consumers about more than 100 separate ad experiences across all platforms, before determining the adverts that fell below consumer acceptability. Jason Kint, CEO of Digital Content Next, which is part of the coalition behind the research, said that the study was already able to “identify annoying advertising formats”, and was well on its way to “make the web less annoying for the average consumer”. On mobile, it was found that users thought that things such as pop-up ads, prestitial ads, and ads with density greater than 30%, amongst others, were all below the acceptable quality of advertising. On desktop, the same was found of pop-up ads and auto-play video ads with sound. Townsend Feehan, CEO of IAB Europe, said that the findings would now “provide great guidance on the role ad formats have on the user experience”. 

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