Least Favorite Desktop & Mobile Ad Experiences
The Coalition conducted extensive research with over 25,000 consumers and found consumers don’t have a problem with most ads. It’s the intrusive, annoying ones that drive them to install ad blockers.
The top violators for mobile and desktop are listed below.
Least Favorite Mobile Ad Experiences
- Pop-up HTML5 ads
- Prestitial ads
- Ad density higher than 30%
- Flashing animated ads
- Auto-playing video ads with sound
- Postitial ads with countdown
- Full-screen scrollover ads
- Large sticky ads
Least Favorite Desktop Ad Experiences
- Pop-up ads
- Auto-playing video ads with sound
- Prestitial ads with countdown
- Large sticky ads
The more these bad digital ad experiences circulate, the more consumers adopt ad blockers. Without the advertising revenue from those ads, publishers can’t operate, and brands slowly lose the platforms that enable them to connect with their target audiences.
That’s why blocking intrusive, disruptive ads is a win-win for everyone. It forces publishers and advertisers to reassess their digital advertising strategy. The brands that build good ad experiences will continue to reach consumers. The ones that don’t will need to adapt or lose out on one of the most data-rich, far-reaching platforms ever to exist.
Visitors are more likely to enjoy (and return to) sites with seamless user experiences, rewarding publishers and advertisers with more views and revenue.
