Digital advertising has, without a doubt, become more and more of a necessity as social media and other digital realms create a pay-to-play atmosphere for businesses. But the rise in digital advertising has also come with a rise in disgruntled online users, according to a new study by Instart Logic and Propeller Insights. The research shows that people find ads annoying across the digital universe and they will even abandon websites that have a poor digital ad experience.
The study surveyed more than 1,000 adults in the U.S. and from social media (45%) to retail sites (36%) and news sites (34%), they are pretty annoyed. Among the same group, 44% cited that websites should have no more than two ads while having pop up ads that obstructed content were a nuisance for 57% of the group. While this is all kind of grim, it stems from the issue that advertisers are not showing the right kind of ads and are not paying attention to the types of ads they’re showing.
Most digital advertisers will just throw ads into the wind (so to speak) assuming that it will gain traction or persuade a visitor to click through. They’re not truly listening to the types of ads different types of consumers would want to see. And, no one is keeping track of retargeting efforts. Even here, at Incitrio, we get retargeted for services that we already use from the same company. It’s a waste of dollars for them and can create an unpleasant browsing experience. Digital advertising is meant to be a nice addition, not a pet peeve that makes website navigation a nuisance.
With that being said, these same users that complain about their digital advertising experience have more control than they think. By participating a little more, users can control their digital algorithms. If you visit a website frequently that has ads, you can tell them whether or not an ad is relevant to you. If it’s not, the ad will stop showing and the algorithm will attempt to show an ad that might be more relevant. The same goes with social media.
Digital advertising has now become a two way street, with both parties needing to participate to create a more seamless experience. However, digital advertisers have to create the path. Pay attention to what your visitors like and don’t like. If you need a fresh place to start, look more into this study to see what visitors prefer in the digital ad experience. The key is to pay attention. If not, you could end up just wasting advertising dollars.