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BizReport : Advertising archives : September 21, 2016

Study: Most find ads annoying

When it comes to ads on social media sites, apps, and even news aggregators, most Americans (85%) say the ads are 'annoying', and about one-third would rather go to the dentist than see them. That's the takeaway from new SOASTA data.

by Kristina Knight

Advertisers, you might want to take another run at that latest creative. According to new data most people find digital ads 'annoying' - some saying they'd rather go to the dentist or some other unpleasant activity rather than dealing with them.

The most annoying ads, say those surveyed, are on social media sites (36%) or gaming apps (34%). But, consumers also do not like ads on retail sites/apps (34%) and news sites/apps (30%).

"Third-party ads are the lifeline for many media and e-commerce businesses that are struggling to stay in the black. A typical web page today can request up to 60 percent of its resources from third-party domains," said Ann Sung Ruckstuhl, Chief Marketing Officer of SOASTA. "But for most Americans, these ads, content and tracking software are the biggest annoyance of the internet. Over 40 percent of users will abandon a website or mobile app after just three seconds of delay. Businesses today must make digital performance management a top priority and use tools to proactively monitor and manage their third-party resources and vendors to work better - and less annoyingly - to prevent their visitors from getting fed up once and for all."

Other interesting findings from the report include:

• 42% believe ads/3rd party resources cause slow load times
• 30% 'are likely to' visit competitor sites because of annoying/irrelavant ads
• 77% say these ads/resources could negatively affect their view of political candidates

Tags: advertising, advertising trends, digital ads, SOASTA

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