Freeserve Warns Against Larger Online Ads
Freeserve is warning against the unilateral adoption of larger online advertising formats and has released a study showing that users want more control and less interruption when using the internet.
The Re:Connect research project reveals that consumers already perceive the internet to be more overloaded with advertising than it actually is and suggests that if online formats become more intrusive they will put users off using the web altogether.
The findings contradict opinions currently running in the online advertising industry that existing formats are becoming obsolete and that bigger spaces are needed to allow greater creativity. The IAB is currently seeking industry-wide approval for a range of US-style formats, which it claims are vital to support the evolution of the sector (see IAB Launches Consultation Drive For Bigger Ads).
The study, which asked internet users to comment on 15 different ad formats frequently used in the UK, shows that pop-ups are viewed as the least impactful and acceptable format. In the past they have proved successful for brand building and instant response, but are now widely perceived as low-cost and uncreative.
In contrast, Skyscrapers and DHTML are seen as the most effective and least irritating types of online ads. Both allow brands to be more creative and anything using humour or entertainment was found to be popular with the majority of users.
Other formats that allow greater creativity, such as expandable banners and overlays, are popular amongst experienced internet users, who tend to respond well to original eye-catching advertising.
Commenting on the research, Freeserve’s head of strategic sales, Faye Weeks, said: “There’s much debate going on in the industry about adopting US-style ad formats, but nobody has stopped to ask users what they think and that’s why we carried out this study. We hope it will be of value to media planners as they try to better understand what ad formats to use for the right audiences.”
A recent study from Continental Research shows that online advertising has strengthened its position in the marketing mix, but still lags someway behind more traditional types of marketing such as local press and direct mail (see Online Advertising Lags Behind Traditional Marketing).
Freeserve: 0845 070 0066 www.freeserve.co.uk
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