There’s nothing new talking about how annoying an ad can be.
When watching a video on YouTube, I’m sure a number of us click the “Skip Ad” button when it appears, or if it doesn’t, pray that the commercial playing can finish up as quickly as possible so that I can enjoy my video. Likewise, I am sure many people who utilize DVRs tend to skip through the commercials of the shows they have recorded. Advertising, though necessary for businesses to get their product out there (outbound marketing), can be quite the burden that consumers must bear with in order to enjoy whatever it is we want to view.
The topic for this blog post comes from an article published in the Journal of Marketing Research titled “The Cost of Annoying Ads” (by Daniel G Goldstein, R Preston McAfee and Siddharth Suri). The authors researched the actual cost of advertisements on a website, specifically annoying ads, and whether or not the publishing website is affected by this. The article states,
“Annoying ads are interesting because they both make and cost money for publishers. They make money because advertisers pay publishers to run ads. They cost money when annoyed users abandon a site, leaving the publisher with less advertising revenue.”
There are certain websites that either 1) let you watch movies/tv shows for *free or 2) have you pay a monthly subscription for premium content (certain movies or the latest season of a tv series). By “free” I mean the website offsets it’s costs of giving you video service in exchange for you, the consumer, having to put up with ads before, and often between your video session. Free can also mean Hulu, YouTube, other foreign website that has pirated content (I personally wouldn’t know which websites do this). By having people pay for a subscription, Like Netflix or Hulu Plus, not only does the consumer have access to “Premium content,” but is most of the time promised a LIMITED or ZERO amount of advertisements. For those that do not pay a certain premium, the website offsets that cost by
bombarding us with many, many [annoying] ads.
That was a bit of a rant; nonetheless, unless I really NEED your website, I will go somewhere else if I have to put up with annoying ads. That was basically the point of the article. According to the people surveyed in the research study, many would rather pay more in order to put up with less annoying ads. What constitutes an “annoying ad”? Over 1/3 of the people surveyed described an annoying ad as one with animation or moving images. Such annoying ads can put off web users; therefore leading to less web traffic for the website that was paid by the advertiser and published the ad in the first place.
Note to Website publishers: Put annoying ads on your website and I WILL QUIT YOU! (Unless I can’t)
PS. You know what else annoys me? When I am trying to read an article on a mobile device and the website covers the entire screen with an ad to subscribe to their website or some other bs. Do you not want me to read your article?!?