MediaPost Publications – Over-Content Ads Becoming More Acceptable – 10/02/2008 October 2, 2008
Posted by Mark Blei in : Uncategorized , trackbackOver-Content Ads Becoming More Acceptable There continue to be people who feel that over-content, or “intrusive” ads, are never appropriate, even to support free Web content, but this amounts to roughly one in four people (21%), says the report. The majority of U.S. respondents feel that some over-content ads are appropriate to support free content and that number centers around two over-content ads per hour (a calculation based on median number). This AdReaction study also noted that two-thirds of respondents felt advertising on the Web sites they visit has increased over the past six months. Compared to the results of this question in 2005, 66% of the respondents say online advertising has increased compared to 57% previously. The report says that based on prior research conducted around clutter, there are two main reasons why consumers perceive an increase in online advertising. Firstly, over the last few years Web surfers have begun to broaden the number and types of Web sites they visit. Someone who used to visit a major portal to check mail and news now may go to a variety of sites… the so-called “long-tail of the Web.” Consumers’ usage of a wider variety of sites may be resulting in their perception of increased overall clutter, since one is more likely to see a greater percentage of intrusive ad formats and a larger number of ads in general.
Comments on a part of the Dynamic Logic AdReaction 5 Study, released recently, show that consumers continue to feel that the “appropriate” number of ads that appear over the content of the Web pages they are browsing is two per hour. This number is consistent with the results for the same question asked in previous surveys conducted in 2003 and 2005. A median was used, as opposed to mean, since the distribution curve is asymmetrical.
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