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BizReport : Advertising : April 15, 2013


Consumers increasingly intolerant of bad ads

There are many things that can ruin a day - bad weather, bad hair, or just a bad mood. Apparently there's something else that can ruin a person's day - bad ads.

by Helen Leggatt

Consumer predictive intelligence solutions, InsightsOne, recently released the findings of a survey of over 2,100 American adults. The goal of the survey, conducted by Harris Interactive, was to determine consumer attitudes and behaviour to on- and offline ads they are subjected to everyday.

The results reveal an increasing intolerance to annoying, or more importantly irrelevant, ads. There are a lot of bad ads about - 91% of survey respondents reported seeing them - and the majority of consumers (87%) are "putting their foot down on the number of irrelevant ads they are willing to see before they ignore a company completely", found InsightsOne.

In terms of where the most annoying ads are to be found, television took the top spot (60%). However, ads on websites (52%) were perceived to be almost as annoying as the usual suspects, email/sidebar ads (55%). Ads in postal junk mail and on social media tied with 37%.

With 88% of Americans claiming to have been "flooded" with online ad spam, there's little surprise in their reaction. Over a third (36%) leave the offending website and feel that the culprit does not respect their time (26%). Sixty percent of those receiving annoying email simply unsubscribe from receiving further messages, although 45% won't bother with unsubscribing and simply ignore future messages from that sender.

"The American people are tired of companies that appear to not respect or understand their needs," said Waqar Hasan, CEO of InsightsOne. "The results of the study show that consumers have a real limit on what they're willing to put up with, and this very real problem will have a negative impact on a company's income statement if they don't do something about it."

Incredibly, bad or irrelevant ads really do take their toll for more than a fleeting moment of frustration. Twenty percent of respondents said that irrelevant ads get in the way of working or having sex (19%) or sleeping (13%).

More findings from InsightsOne's "2013 Bad Ads Survey" can be viewed on an infographic.

Image via Shutterstock

Tags: ad relevance, ad targeting, advertising, consumer behavior, email, junk mail, research, social media, survey, television










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