28% of UK consumers find pop-up mobile advertising formats annoying

Anne Freier | September 13, 2017

Mobile Advertising

UK consumers have had enough of interruptive mobile adverts, according to research from brand advertising company Inskin Media, conducted by On Device Research. As part of the survey, 900 people were questioned during Q1 2017 about their attitudes towards mobile ads.
The report found that 28% of respondents deemed pop-up ads as annoying, whilst 26% were more irritated by ad formats that can take over the middle of a phone screen. Another 18% said they disliked any ads that slowed down their loading pages. Similarly, 18% also noted that irrelevant ads were annoying – no matter the format.
Steve Doyle, CCO of Inskin Media said:

“It’s not rocket science. Advertisers simply have to put themselves in people’s shoes and be more considerate about the mobile advertising user experience. There are some easy things here. For example, un-skippable ads, ads which obscure content or those that don’t have a close button should be avoided. If a video ad is autoplay, then at least it should be without sound. If content is hidden by interstitial formats, then they should be easy to close.”

However, eMarketer notes that mobile display advertising formats are expected to increase as ad spend in the UK is set to reach £3.25 billion in 2017 (up from £2.47 billion in 2016). That means, consumers may actually be encountering more irritating mobile ads.
The study also found that people were 134% more likely to remember mobile ad formats that move with the content compared to static formats. Moving ad types were found to be annoying by 13% of respondents, whilst ads sitting at the top and bottom of a page were deemed irritating by just 8% of consumers.
Doyle adds that adverts which have been seen multiple times can be even more annoying – 33% of respondents are angered when encountering the same irritating ads.

“[S]o it’s vital not to waste money on ads placed in the wrong context. Ads in the right context, such as cosmetics ads on beauty websites, are much better received than in an unrelated context. ‘Right person, right place, right time’ is a minimum standard for media but far too often buyers overlook the quality and relevance of the environment.”

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