Online video site HowTo.tv says “intrusive and irrelevant” online ads are damaging brand perceptions and leading consumers to avoid them. It says gambling sites, financial services companies, car brands, household goods and beauty brands are among the worst offenders.
The findings come from research commissioned by HowTo.tv and carried out by Opinion Matters for its annual study Consumer Attitudes to Online Advertising. Respondents mentioned ads from 888.com, Dulux, Ford, Garnier, Halifax and L’Oreal as being particularly intrusive.
loud noises, pop-ups obscuring content and ads that were difficult to close or minimise were most annoying, according to respondents. The research also revelas that intrusive or irrelevant advertising online has caused 73% of web users to leave a favourite website, compared to 50% in 2007. Such ads forced 59% of web users to fail to return to a website, compared to just 16% in 2007.
Almost all (97%) of web users would be less likely to purchase from a brand if a pop-up unrelated to the subject of a favourite website appeared, compared to 95% in 2007, and there is also a growing consumer trend of resistance to online advertising; with 90% of consumers opting to use a pop-up blocker.
However, brands that were praised included British Airways, Next, Woolworths, Nike, Nivea and Guinness. Video campaigns from PG Tips, Honda and Cadbury’s were also commended by respondents.