Friday
Consumers KNOW the VALUE of Ads!
Consumers will tolerate some pop-ups in exchange for free content, survey says.
Despite all the hoopla over the intrusiveness of over-content ads, and the fear that consumers hate them, new research finds that consumers will accept some -- two per hour, in fact. That's from a new study by Dynamic Logic.
Only 32 percent of respondents said they never consider this type of advertising appropriate, even to support free Web content. But the other 68 percent understands the necessity of advertising in order to receive free content. Their responses as to how many ads they?ll tolerate average two per hour (a calculation based on median number).
The same research also highlighted the top three concerns of consumers about intrusive ads:
1) Too many of them (70 percent)
2) Requires me to close them (58 percent)
3) Blocks content (56%)
The top concern suggests that frequency, perhaps more than format, is the major challenge. The other aspect is that some require closing. Intrusive ads that have frequency caps of two and do not require closing may lessen these concerns.
While it is a safe bet to assume that consumers want less advertising rather than more, many consumers understand advertising's role in supporting content they like, says Dynamic Logic. It is important for the online publishing industry to find a line between assertive advertising and what consumers feel is a fair and appropriate exchange for valuable content. This research highlights an aspect of consumers' sensitivity towards publishers' costs and the need to subsidize content. In return, publishers could show sensitivity to consumers by limiting the usage of these highly powerful ad units.
While many publishers have moved to block pop-ups altogether, there may still be an opportunity for the Web publishing community to reach a middle-ground where a controlled level can be established and enforced through frequency capping and more sophisticated ad serving.
Despite all the hoopla over the intrusiveness of over-content ads, and the fear that consumers hate them, new research finds that consumers will accept some -- two per hour, in fact. That's from a new study by Dynamic Logic.
Only 32 percent of respondents said they never consider this type of advertising appropriate, even to support free Web content. But the other 68 percent understands the necessity of advertising in order to receive free content. Their responses as to how many ads they?ll tolerate average two per hour (a calculation based on median number).
The same research also highlighted the top three concerns of consumers about intrusive ads:
1) Too many of them (70 percent)
2) Requires me to close them (58 percent)
3) Blocks content (56%)
The top concern suggests that frequency, perhaps more than format, is the major challenge. The other aspect is that some require closing. Intrusive ads that have frequency caps of two and do not require closing may lessen these concerns.
While it is a safe bet to assume that consumers want less advertising rather than more, many consumers understand advertising's role in supporting content they like, says Dynamic Logic. It is important for the online publishing industry to find a line between assertive advertising and what consumers feel is a fair and appropriate exchange for valuable content. This research highlights an aspect of consumers' sensitivity towards publishers' costs and the need to subsidize content. In return, publishers could show sensitivity to consumers by limiting the usage of these highly powerful ad units.
While many publishers have moved to block pop-ups altogether, there may still be an opportunity for the Web publishing community to reach a middle-ground where a controlled level can be established and enforced through frequency capping and more sophisticated ad serving.
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