Complete Story
06/22/2017
Research: Consumers don’t like online ads, but they like email
Consumers are fed up with online advertising, and who can blame them? Click on almost any piece of content, and you’re bound to be hit with a pop-up ad blocking the page. And that ad will often be irrelevant or an out-and-out fraud.
People dislike this experience, and they will walk away from brands that deliver it, according to a global study from Rakuten Marketing, conducted by Qualtrics. Worse, of 2,500 people surveyed, two-thirds see online advertising in the same light as fake news and other aggravating content.
Many consumers feel disenfranchised, Rakuten says. And more than eight out of ten say that advertising interrupts their online experience.
But they don’t object to email. When asked to rate the most interruptive formats, the respondents put email near the bottom.
Why did email perform so well? Because it’s less intrusive and more predictable — not in your face. And since you’ve probably subscribed to it, it’s probably about something that interests you.
“The ad formats that consumers label as most interruptive are those that pop-up and cover content, pre-roll video ads, and ads that are delivered through push notification,” Rakuten writes.
