January 13, 2002
E-Poll: New ads annoy surfers
Jan. 14, 2002
By Paul Bond
The online advertising industry might be recovering as a result of aggressive tactics like "pop-behinds" and "spawned" browser windows -- where closing an ad spawns another ad -- but advertisers and the Web sites featuring such ads are alienating the very consumers they're trying to reach, according to a new study from e-Poll.
The scientific study, with a 95% confidence level and error factor of +/-5%, concludes that intrusive ads -- like spawns, pop-ups and those that address the Internet surfer by name -- are most objectionable.
E-Poll uses a sample of adults that reflects the demographic of the U.S. population, except, of course, that all those surveyed have Internet access.
The study, "Online Advertising: The Consumer Perspective," also asked specifically about online movie ads and determined that 39% of Internet surfers recall seeing at least one ad for a current movie. Thirty-four percent have not seen such an ad, and 26% were unsure.
Those answering in the affirmative were asked which sites they recall seeing the movie ad/ads at: 16% said Yahoo!, followed by AOL (10%), MSN (7%), IMDb.com (4%), Amazon.com (2%), AOL Moviefone (2%) and E! Online (2%).
Encino-based e-Poll will tout the online ad study at the upcoming National Association of Television Program Executives convention in Las Vegas, along with studies regarding consumer opinion about interactive TV, broadband Internet access and DVDs.
The take-away for online advertisers and ad-dependent Web sites, according to the study, is: "Look for advertising practices which do not violate the consumer's sense of control over his or her browsing experience. Make advertising relevant to the user's activities, either through targeted ads or paid search results. And keep in mind that Web users don't necessarily object to online advertising and, if done right, may even approve of it."
What constitutes doing it right? Asked which online ads are actually enjoyable, Internet users answered the following: those relevant to the content at the site they're visiting (11.9% like such ads), banner ads (6.7%), creative and interactive (6.4%), ads offering discounts or promotions (5.8%) and unobtrusive ads (5.5%).
Most people click on one or two online ads a month, with men and older Web surfers clicking even less frequently, according to the study. Twenty percent click on no ads per month, and 18.1% click on six or more.
As for the pop-behind ad, being used more and more, e-Poll found that 72.4% of surfers "always close this type of ad without paying attention to it," and 40% said their opinion of advertisers that use pop-behinds is lowered, while 36% said the same about the Web sites that allow such advertising.
Â[emoji]169[/emoji] 2002 VNU eMedia, Inc. All rights reserved.
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E-Poll: New ads annoy surfers
Jan. 14, 2002
By Paul Bond
The online advertising industry might be recovering as a result of aggressive tactics like "pop-behinds" and "spawned" browser windows -- where closing an ad spawns another ad -- but advertisers and the Web sites featuring such ads are alienating the very consumers they're trying to reach, according to a new study from e-Poll.
The scientific study, with a 95% confidence level and error factor of +/-5%, concludes that intrusive ads -- like spawns, pop-ups and those that address the Internet surfer by name -- are most objectionable.
E-Poll uses a sample of adults that reflects the demographic of the U.S. population, except, of course, that all those surveyed have Internet access.
The study, "Online Advertising: The Consumer Perspective," also asked specifically about online movie ads and determined that 39% of Internet surfers recall seeing at least one ad for a current movie. Thirty-four percent have not seen such an ad, and 26% were unsure.
Those answering in the affirmative were asked which sites they recall seeing the movie ad/ads at: 16% said Yahoo!, followed by AOL (10%), MSN (7%), IMDb.com (4%), Amazon.com (2%), AOL Moviefone (2%) and E! Online (2%).
Encino-based e-Poll will tout the online ad study at the upcoming National Association of Television Program Executives convention in Las Vegas, along with studies regarding consumer opinion about interactive TV, broadband Internet access and DVDs.
The take-away for online advertisers and ad-dependent Web sites, according to the study, is: "Look for advertising practices which do not violate the consumer's sense of control over his or her browsing experience. Make advertising relevant to the user's activities, either through targeted ads or paid search results. And keep in mind that Web users don't necessarily object to online advertising and, if done right, may even approve of it."
What constitutes doing it right? Asked which online ads are actually enjoyable, Internet users answered the following: those relevant to the content at the site they're visiting (11.9% like such ads), banner ads (6.7%), creative and interactive (6.4%), ads offering discounts or promotions (5.8%) and unobtrusive ads (5.5%).
Most people click on one or two online ads a month, with men and older Web surfers clicking even less frequently, according to the study. Twenty percent click on no ads per month, and 18.1% click on six or more.
As for the pop-behind ad, being used more and more, e-Poll found that 72.4% of surfers "always close this type of ad without paying attention to it," and 40% said their opinion of advertisers that use pop-behinds is lowered, while 36% said the same about the Web sites that allow such advertising.
Â[emoji]169[/emoji] 2002 VNU eMedia, Inc. All rights reserved.
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