News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study reveals the unlikely likeability of full-screen takeover ad format
Native advertising, a format that blends in with content online, is the new darling of online marketers. But new research from Undertone shows that consumers actually like interruptive ads that take over their screens and shout in their face.
The results appear to go against the grain, yet the survey of 3,000 consumers conducted on Undertone's behalf by Ipsos ASI reveals that interruptive ad experiences - high impact ads - are liked by consumers.
In particular, despite their intrusive nature, full screen takeover ad formats were found to be 30 - 49% more likeable than standard display. This, says Undertone in their report, "is due to their interactivity and ability to hold consumers' attention".
The top three reasons consumers gave for full screen takeover ads being so likeable were "Is an ad people will talk about", "Is entertaining", and "Is unique". Most notably for brands, respondents were 78% more likely to agree that full screen takeover ads made them want to learn more about a product or company.
Undertone co-founder, Eric Franchi, wasn't surprised by the findings saying that full screen takeover ads were a format that enabled a key consideration in advertising, great creative, to shine through.
For those who might be a little skeptical that a company touting interruptive advertising would arrive at results that promote interruptive advertising, Jonathan Kadoch, Sales Director at Undertone states that "The study has already been vetted by top agency insight and analytic teams who were previously skeptical about the results".
You can download the full study findings from the Undertone website.
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...