People Prefer Big, Interruptive Web Ads

So much for blending in.  While the online ad industry falls deeper in love with native ads that fade into the background of Web pages, consumers prefer ads that get in their face by taking over their computer screens. At least, that’s according to a new study on high-impact ads conducted by Ipsos ASI on behalf of Undertone. The study, which surveyed more than 3,000 panelists last September, examined a slew of the homepage takeover-type units that came on the scene in a big way several years ago as more Web publishers were seeking bigger brand budgets. These ad types, while endorsed by the likes of the Interactive Advertising Bureau and the Online Publishers Association, have seemingly gone out of vogue these days as more advertisers push for native units that look and feel like Web content. It’s perhaps not surprising that Undertone and Ipsos found bigger ads drove more brand recall, since consumers are likely to remember big ads that interrupt their Web surfing. But it is surprising that respondents said they liked full-screen takeovers the best. These ads received likability scores that were 30 to 49 percent higher than standard display units, according to Undertone. Based on the attributes that scored highest among respondents who were asked to describe full-screen takeover ad units, people seemed to gravitate to these ads' buzzy/this-is-a-big-deal nature. People were 90 percent more likely to agree that these full-screen units are “an ad people will talk about”... Continue reading at 'AdWeek'

[ AdWeek | 2014-01-24 00:00:00 UTC ]
News tagged with: #web publishers #ad types #web content

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Dan Peres Is the New Editor-in-Chief of Ad Age | People on the Move

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5 people you should reach out to when looking for that next big job

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Hearst Magazines launches new ad unit that will send people product samples

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Sally Rooney's Normal People wins big at British Book Awards

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Young people who engage less with reading prefer screens, says NLT report

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Facebook Says Its Network Now Serves Ads to Washington Post, Rolling Stone and 1 Billion People a Month

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How Facebook's Big Bet On Chatbots Might Remake The UX Of The Web

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