The majority of internet users believe that the frequency of pop-ups and other intrusive advertising formats should be limited to just two per hour, according to the latest research from Dynamic Logic.
The AdReaction survey reveals that around two-thirds of respondents feel that some over-content advertising formats are appropriate to support free website content, but that they should be limited to around two per hour.
However, around a third of those of the 425 internet users that took part in the survey said that no over-content or intrusive advertising formats should be used even to support free online content.
The research also asked consumers to highlight their top concerns with intrusive online formats. Around 70% said there were too many, 58% said closing ads was a problem and a further 56% were frustrated that certain ads blocked content.
The study comes just weeks after Bunnyfoot Universality found that internet users have learnt to almost completely ignore the existence of pop-up advertising, which they view as a major cause of irritation.
A new paper released by the online consultancy shows that pop-up advertising is a major turn-off for the majority of internet users, with every subject in the study expressing frustration when they appeared.
Last month MSN announced plans to become the first major online media owner to react to consumer demands by bringing an end to selling pop-up advertising on its network of websites. The internet giant claims the removal of the formats represents a natural step in the evolution of the online advertising market.
