Online advertisers may want to rethink the kinds of ads they place on their websites. New research has found that 55 percent of adults say they will leave a Web page with a Flash-based takeover ad.
Flash ads that takeover the whole screen are not the only ones that will drive people from websites, though. Ten percent of respondents say they will leave websites if they have banner ads placed on the right-hand side, while 9 percent say they will leave a site if they have a pre-roll ad — ads that automatically play upon opening a video. Ads placed in a slide show and text links were least likely to drive people from sites.
"The survey shows that consumers are very aware of ads on the sites they visit, but they have clearly defined limits for what does and doesn’t have a negative impact on their experience," said Ash Nashed, CEO and co-founder of Adblade, which conducted the research.
Overall, 82 percent of respondents say that online ads are detrimental to their online experience "always" or "some of the time."
Ad placement is another factor that can negatively impact the way people feel about online advertisements. Almost two-thirds of respondents say that online ads in the middle of the page are the most obtrusive. The key for those advertisers is to strike a balance. Just 10 percent of respondents say they found right-hand banner ads obtrusive. That comes even as 90 percent of people say they notice those ads.
"Advertisers today are looking for new ways to reach and engage with consumers online while publishers are simultaneously looking to increase their ad revenue," Nashed said. "Both parties need to keep the audience’s best interests in mind while pursuing these goals."
Originally published on BusinessNewsDaily.