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This issue of Beyond the Click highlights recent findings from Dynamic Logic's annual AdReaction
Survey, which gauges consumers' opinions towards advertising. We have highlighted the key findings
in a special three-part BTC series.
Consumer Perceptions of Various Web Ad Formats
The following is more insight from Dynamic Logic's AdReaction 3 study and a discussion of the data's implications.
Despite the fact that online advertising tends to be generalized as "banners" or "pop-ups" reflecting the pejorative term du jour, there are many formats for Web advertising. This research points out that consumers view them very differently.
In an attempt to pull apart the nuances a bit more and gauge consumer opinion towards different Web-based ad formats, Dynamic Logic asked for consumer reaction to the major online ad formats. The top four most popular (or least unpopular) Web ad formats are:
- Banners
- Skyscrapers
- Pop-in Between Ads / Interstitials
- Ads with Audio
It is not surprising that consumers prefer the least intrusive ad formats to more intrusive ones. What is surprising, however, is that consumers seem much more tolerant to ads such as Interstitials (ads that pop in-between web pages) than they are to Pop-ups or even Pop-unders, which are at the bottom of the list. It may be that consumers are more willing to tolerate advertisements when they are perceived to be around or in between content as opposed to feeling that the content is being blocked by the ads. It is a subtle, but perhaps significant perceptual difference that impacts consumers' acceptance of the formats.
What is also worth noting is that ads with video and audio, while still relatively new in Web advertising, are roughly in the middle of the pack. Clearly, improvements in technology have made video-like ads more possible and advertisers are starting to employ TV-like ads online. Yet there has been a fair amount of controversy within the industry regarding ads with audio, specifically over the concern that it has the potential to bring attention to people surfing the Web at work. Some publishers require that audio is defaulted off with an opt-on feature. This type of Web advertising is gaining interest from both the advertiser side, and to some degree, from the consumer side. It may be, as suggested in other AdReaction research analysis, that TV-like Web ads bring entertainment, humor and drama value to Web advertising, which increases consumers' interests.
Lastly, the fact that Pop-unders are next to Pop-ups at the bottom of the consumer preference list suggests that frequency is at the root of consumers' irritation. Since a Pop-under does not block content, it does not seem as "intrusive" as a Pop-up. However, Pop-unders tend to spawn many layers, and consumers are often forced to close multiple ads in a row. This would suggest that with better frequency controls, perhaps Pop-unders and Pop-ups could gain greater acceptance if used sparingly.
NOTE: Field dates for AdReaction 3: Dec 2003, sample size: 425, Margin of error +/-2-5 depending on proximity of data points. The sample was randomly selected from a database of over 1 million respondents who had taken an online survey with Dynamic Logic sometime in the last 4 years. Many of these people, but not all, were recruited to participate in prior studies using a Web intercept model that utilized pop-ups. This may influence results.
| A B O U T A D I N D E X |
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Dynamic Logic's AdIndex® is a research tool used by online advertisers to measure the
effectiveness of their campaign beyond click-through. By providing
real-time metrics on brand awareness, purchase intent, message
association, and creative evaluation; AdIndex empowers online marketers to
optimize their campaigns and get a true measure of the campaign's impact.
AdIndex was developed by Dynamic Logic and has multiple patents
pending.
www.adindex.com
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| A B O U T C R O S S M E D I A R E S E A R C H |
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Dynamic Logic's CrossMedia Research™ measures the value of integrated media packages and quantifies
the success of a cross-media campaign that combines online with print, television or radio. CrossMedia
Research allows advertisers, agencies and publishers to understand cost effectiveness of different
media in the mix.
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| A B O U T M A R K E T N O R M
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Dynamic Logic's MarketNorms® is a leading source of normative data for online marketing effectiveness, with a database of over 1,000,000 completed surveys and more than 10,000 tested creatives. MarketNorms is a powerful, analytical tool that allows advertisers, agencies and publishers to compare effectiveness by vertical (automotive, CPG, pharmaceutical), ad format type (rich media, interstitials, email) and audience (gender, B2B, consumer).
www.marketnorms.com
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