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Intrusive ads annoy three-quarters of web users

23/07/2008

In a survey of web users, irritating advertising has caused 84 per cent of 25-34 year-olds to leave their favourite sites.

Additionally, “70 per cent of 25-34 year olds have stopped visiting a website altogether because of intrusive or irrelevant advertising,” according to the Opinion Matters online poll taken in April.

Intrusive or irrelevant advertising noted by those surveyed pinpointed specific brands as repeat offenders, and also classified specific irritants such as noisy ads, pop-up ads and ads that were difficult to close, minimise or click away from.

“The industry must re-examine what the web does best and create content that is relevant and entertaining, and that plays to consumer interests,” said Peter Mitchell, CEO of WWAV Rapp Collins Media Group.

Taking in to consideration national averages, 73 per cent of users have left their favourite sites because of annoying ads, and 59 per cent national average have stopped visiting altogether. Younger users will continue to bring less traffic to sites unless advertising methods are changed, the survey suggests.

“The difference in behaviour between younger and older web users is testament that the mass audience model is a strategy that doesn’t necessarily work in the online environment,” said Russell Goldsmith, co-founder and digital director at HowTo.tv