New research has found that the majority (84%) of 25-34 year olds have left a favourite website because of intrusive or irrelevant advertising.
The research, published by HowTo.tv, found that 73% of web users have left a favourite website because of intrusive or annoying ads, rising to 84% for 25-34 year olds, an increase of over 20% on the 2007 findings.
Almost 60% of web users have also stopped visiting a website because of intrusive or irrelevant ads, rising to 70% for 25-34 year olds, a staggering increase upon the 2007 figures of 16% and 14% respectively.
The independent research, conducted by Opinion Matters among 1,046 adults aged 16+, also revealed that gambling sites, financial services companies, car companies, and household goods and beauty brands were some of the worst ‘bad ad’ offenders.
The research also shows that younger consumers in particular are actively engaging with online video content, with 83% of 25-34 years old and 74% of 16-24 year olds stating they have watched an online video, compared to a national average of 70%.
When asked what would be the effect of a video ad on their favourite website, 56% of 16-24 year olds and 44% of 25-34 year olds said it would make them more likely to purchase the brand, compared to 38% of 35-44 year olds and 29% of 45-54%.
Peter Mitchell, CEO of WWAV Rapp Collins Media Group, said: “This research highlights the need to apply a customer-centric approach to online advertising and should be welcomed by agencies and brands alike.
“The industry must re-examine what the web does best and create content that is relevant and entertaining, and that plays to consumer interests. Online video, for example, presents an exciting opportunity that breaks new ground and in the process delivers new opportunities for brands and consumers to positively interact.”
The latest Internet Advertising Bureau (IAB) cross-media Brand Engagement study found that online advertising for retail brands delivers the biggest effect in the media mix, driving 40% of brand engagement, compared with press (31%) and TV (19%) (see Online Ads Drive User Engagement).
In April, the IAB revealed that online advertising in the UK grew almost 40% year on year in 2007 to a new high of over £2.8 billion.
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