Advertising — in one format or another — is a key to success for many firms. And we know that “Consumer trust is important if companies and industries are to succeed, certainly in the long run.” As a result, ad blocking is an enormous problem for online marketers. In addition, many firms misuse the term “sale” in ads. And marketers are sometimes ethically challenged in their quest to generate more revenues and profits. Thus, we need to address the ad features which annoy consumers most.
For example, as Marketing Land reports: “37% of consumers say ads placed next to offensive content impact brand perception. A CMO Council survey of 2,000 consumers reveals how ads influence how consumers think about brands.”
Ad Features Which Annoy Consumers Most
Nearly half of consumers say they would rethink purchasing from brands, or even boycott products. Why? If ads from these brands appear alongside digital content that offends them. This finding is based on a poll of 2,000 consumers in North America and the U.K. Our report assesses the impact of digital ad experiences on consumer perceptions and purchase intent. It shows that consumers punish even their preferred brands. Why? If they don’t use trusted media or take active steps to control the integrity of the ad environment. We highlight consumer responses to brand misplacement in crowd-sourced content channels, as well as the level of satisfaction with digital ad effectiveness, economics, efficiency, and transparency.”
In its study, the CMO Council asked this overarching question. What would you consider to be a negative advertising experience? And the top two answers were “obnoxious or intrusive ads” and “discriminatory or hateful ads.”
As part of this research project, the CMO Council also produced the following infographic. By understanding the negative ad factors, we can strive to avoid them.