These are the types of ads most hated by consumers (2019) | Marketing 4 Ecommerce

Reading time: 4 minutesThe Internet boom has represented a great opportunity for online marketing specialists to present a variety of ads in different formats to reach the target audience as well as to generate more engagement.

But nevertheless, some of these ad formats are hated by consumers, which has given them reasons to use blockers.

Online advertising should focus on improving the user experience

Improving the user experience has become a great need for both advertisers and publishers, and to try to discover which advertising formats are most accepted by users, as well as the most hated ads, Coalition for Better Ads was formed, a group of leaders of the sector of media, big brands and tech giants like Google, Facebook and Procter & Gamble, among others, who conducted an investigation in this regard. This research found that the ads most hated by consumers who used computers from desk were those that were based on the automatic playback of videos with sound, pop-up ads, and interstitials with countdown.

In the case of devices mobiles, the most hated ads by consumers were the ads in popup windows, ads that occupy more than 30% ad density, flash animation, countdown ads, full screen scrolling ads and again, video ads with auto play and sound.

These ads comply with the standard, and those web pages that display them run the risk of Chrome blocking them completely.

“Chrome is the world's leading web browser, so these standards are effectively the basis for those types of advertising experiences that publishers can offer ”, said Nicole Perrin, an eMarketer analyst. "But they still allow some formats that interrupt the user experience, as well as those that make the page load slowly."

What are the most hated ads by consumers

In order to analyze again which ads are the most hated by consumers, eMarketer together with the customer experience analysis firm Bizrate Insights, conducted a survey in the United States on user habits in ad evasion, as well as those ads that they found useful or, on the contrary, annoying.

Not surprisingly, respondents who use an ad blocker are more likely to find all types of ads mentioned in the survey annoying.

The survey found that approximately two-thirds of online consumers in the United States thought that video ads with automatic playback with sound were quite annoying, making them the most hated ads by consumers (66.7%).

Second, as the most hated ads, those ads were positioned with Automatic playback of videos without sound, which were annoying for 55% of respondents.

Among the most hated ads are, thirdly, Audio advertising in music or podcast streaming services (47.4%), followed surprisingly by the ads they show products related to online searches of users (42.4%).

Fifth, there are banners with images of websites with products that consumers have already purchased (36.7%).

Other ads most hated by consumers are those that appear in the social media feed segmented in the interests and behaviors of the users (36.3%), banners displayed on websites with products that have been searched online but have not been purchased (34.2%), and only 10% of respondents said they do not consider online ads annoying.

As you can see, the research ensures that Advertising that uses personalization still generates a great rejection among consumers.

"It is not surprising to see one more confirmation that consumers do not like automatic video playback"commented Perrin.

"They tend to prefer less intrusive and creative, contextually appropriate formats. Most also know that they need advertising support to enjoy the media they want, but they want advertisers and publishers to be respectful of their attention. ”

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