Brandweek recently published a short article titled: "As Advertisers Shift Online, Consumers Have Qualms."Apparently, a recent poll conducted by LinkedIn Research and Harris uncovered some noteworthy information. While marketers favor spending more of their advertising dollars online and seem pleased to do so, consumers, it seems, are less than thrilled. In fact, they expressed a certain amount of frustration about online ads.

80% of consumer respondents in the poll find online ads that expand to cover content they're reading irritating. 79% said they didn't like ads that were difficult to close and 76% don't like pop-up ads. 66% don't appreciate ads that open up when the mouse moves over them. 60% cited animated ads–with or without sound–as distracting and 60% likewise disliked ads that are accompanied by loud soundtracks or music.
There's no doubt that Internet advertising continues to rise as marketers orient more of their ad dollars away from traditional to online media. Still, when marketers were polled, only 14% said they use the Internet alone for their campaigns. 54% said they use the Internet "in an integrated campaign with other media." 33% stated they "use both equally."
Yet, according to poll data, "those who use the Internet as an ad medium outnumber those who use TV or radio." When marketers were directly asked this question: "Do you typically incorporate the following types of advertising in your media campaigns" followed by a list of choices, this was how the responses broke down:

  • 92% of respondents say they typically use the Internet

  • 88% said they use print

  • 46% responded that they use radio

  • 46% again responded that they use TV advertising

  • 39% said they use cell phone advertising

But here was the kicker: when asked whether their use of various media was less than, the same as or more than it was a year ago, noteworthy responses came up:

  • The Internet–being used more often by 74% of respondents this year

  • Cell phone advertising–up 69% over last year

  • Print advertising–10% are using this medium more often while 49% reported they're using it less

  • TV advertising–14% are using it more often and 38% are using it less

  • Radio advertising–11% are using it more and 43% are using it less

We can clearly see that Internet advertising is growing in response to consumers' increased use of the Internet to research products and information, make purchases and form communities online–even with a small poll sampling. No surprise. But we also see that online advertising is a source of irritation to many consumers out there–and for different reasons. I didn't expect the numbers to be as high. Is it time, perhaps, for online advertising to mature?

  • What do you think of Internet ads? Do you prefer to see advertising in more traditional outlets?

  • Which specific kinds of Internet ads irritate you?

  • What kinds of ads would you like to see on the Internet? Can you think of a more creative way to advertise online?

I'd love to hear from you.

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image of Ted Mininni

Ted Mininni is president and creative director of Design Force, a leading brand-design consultancy.

LinkedIn: Ted Mininni