According to a 2016 CSA study , 24% of French people use an ad blocker on their personal computer. What’s more, 15% of French people plan to install one. But the picture is not as dark as it looks. While Internet users deplore the intrusive nature of advertisements, they are not completely resistant to online advertising. Which advertising formats should be avoided and which ones to favor? We tell you everything. Intrusive advertising annoys Internet users According to this same study, 83% of French Internet users surveyed say they are “irritated” by online advertising. Online advertising annoys Internet users Source It is not surprisingly the most intrusive formats that annoy. A major study conducted by the Coalition for Better Ads among more than 25,000 North American and European Internet users has made it possible to determine which advertising formats they like the least.

AdBlock and other online ad blockers have become the bane of advertisers. It turns out that Internet users really do not like: The ads that prevent access to content and hindering navigation covering all or part of the page. The excessive number of Honduras Cell Phone Numbers List on a single Web page , which reduces the visibility of the desired content and increases the time the page loads. Ads that go off immediately on a website and distract Internet users with animated flashes or auto-play videos with sound activated . Globally, it is the too present and intrusive advertisements which are singled out, those which prevent navigation, access to content and require an action by the Internet user (scroll, close the window or stop the sound). What advertising formats should you avoid? On PC, as on mobile, we find mainly the same ad formats, although some formats are specific to mobile.

Intrusive Advertising Annoys Internet Users

This unwanted advertisement appears in the middle of the page, or even on the whole page (interstitial advertising), when it is opened, and you must then click on a button or a cross to get rid of it, a cross which is sometimes viciously subtly well hidden. A density of more than 30% of advertisements on a page: When scrolling vertically on a mobile page, Internet users do not accept an advertising density of more than 30% compared to the content. This disrupts the user experience, regardless of the ad format (text, video or image). Avoid overly dense online advertising Animated flashes: Ads whose visual is animated and constantly flashing tend to distract Internet users. Online advertising: animated flash Ads with a countdown: These ads, also known as Ads, appear on mobile web pages covering part of the page or even the entire page.


The Internet user can only access the desired content by clicking on a button that only appears after a countdown. Ads: online advertising with countdown Auto-play ads with sound: Advertisements whose sound is automatically triggered annoy Internet users. The sound bothers Internet users and the people around them, forcing the Internet user to quickly close the ad or stop the sound. Once again, the user’s attention is diverted. Large Sticky Ads and Full-Screen More rarely used, but nevertheless little appreciated, there are also Full-Screen advertisements. Finally, Internet users do not appreciate what the study calls “Large Sticky Ads.” These are fixed, large-sized ads that cover more than 30% of the screen. Even when scrolling the page, the advertisement remains stationary and cannot be removed. These formats are absolutely to be avoided to hope to arouse the interest of the Internet user.

What Advertising Formats Should You Avoid?

What background? It is better to opt for ads: whose advertising message is consistent with the site visited; targeted to correspond to the interests and needs of the Internet user; which present a definite advantage for the Internet user. For what form? It is obviously necessary to favor the reverse of the announcements mentioned above. According to Coalition for Better Ads, the most popular formats are: the long and thin banners (sticky ads) located on the sides; announcements without countdown; announcements without sound; ads for mobiles (which don’t hide content); takeover ads on PC; which videos must be clicked to activate the ad; native ads to ensure an optimal user experience. If you want to use interstitial ads, prefer ads that users can immediately ignore, without counting down. On mobile, as on PC, it is better to avoid hiding the content of the page, so avoid Pop-ups.

Which advertising should be preferred? Favor ads on mobile and Takeover on PC. The ads will fit into the page without hiding its content. Mobile advertising Ads Takeover advertising on mobile Takeover announcement Source: The challenge of online advertising is to respect the user experience. Along with choosing the right ad format, you should pay attention to the ad load speed. Also, it is better to use native ads, AMP and Responsive. Google AdWords makes mobile and user experience a priority, hence the recent development of new features that go in this direction. Beyond the advertising format, you must also ensure that you target your online advertising according to the needs and interests of Internet users. For example, it is possible to target by location (on relevant sites), by topic, by keyword, by type of audience, etc. Finally, don’t forget to polish your advertising message.

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