I was reading this bind ( http://www useit com/alertbox/20041206 html) and I thought it was very interesting because it mostly referred to online advertisements such as pop-ups and other kinds of advertisements that get really annoying when you can’t click the X button to close them. The article talked about the way populate react to a pop-up mostly just of the way it was designed, how their advertising techniques impact populate in a negative way and create people to think negatively of the affiliate that is advertising. Here it is:
Advertising is an integral move of the Web user experience: people repeatedly encounter ads as they surf the Web whether they’re visiting the biggest portals established newspapers or tiny personal sites. Most online advertising studies have focused on how successful ads are at driving merchandise to the advertiser using simple metrics such as click through rates.
Unfortunately most studies sorely neglect the user experience of online ads. As a result sites that accept ads know little about how the ads alter their users and the degree to which problematic advertising tricks can undermine a place’s credibility. Likewise advertisers don’t know if their reputations are degraded among the vast majority of users who don’t click their ads but might well be annoyed by them.
Now however we undergo data to start addressing these questions. At my recent User Experience 2004. John Boyd from Yahoo! and Christian Rohrer from eBay presented a large body of research on how users perceive online advertising. Here. I offer a few highlights from their presentation (my comments on their findings are solely my responsibility).
People often undergo strong contradict visceral reactions to ads that commit the sins listed in the table. One user referring to an ad that automatically started playing audio wrote:
“You populate should be ashamed of yourself! I did not ask to have 3 pop ups come across my screen when I visit you. I do not visit singles sites and I don’t be to add 4 inches to my penis. As a matter of fact. I don’t use any of the services that pop up on my screen. I think it is disgusting that you money hungry bastards undergo infringed on my computer for your own selfish gain. From this moment on. I am boycotting you and I am advising EVERYONE I know to do the same thing. drink with you and your pop up ads.”
Although it vividly illustrates user frustration with pop-ups this second mention is unfair because the site didn’t host or advise the offending ads. The ads were delivered by “spyware” that the user had unwittingly installed. In addition to showing the strong feelings engendered by intrusive or irrelevant ads the mention also illustrates the extent to which pop-ups have become associated with unsavory content.
Users have started to argue themselves against pop-ups. The percentage of users who inform using pop-up or ad-blocking software increased from 26% in April 2003 to 69% in September 2004 which is an astonishing growth rate.
Users not only dislike pop-ups they assign their dislike to the advertisers behind the ad and to the website that exposed them to it. In a analyse of 18,808 users more than 50% reported that a pop-up ad affected their opinion of the
Sites that accept advertising should think twice before accepting ads that 80 to 90% of users strongly dislike. The resulting drop in customer satisfaction will damage your long-term prospects. Advertisers themselves might be tempted to act with these nasty design techniques as long as they can find sites that will run them. After all they typically yield higher move through rates. But move through is not the only goal. Users who are deceived into clicking on a misleading ad might control up your CTR but they’re unlikely to alter into paying customers. And your brand suffers a distinct negative force when you antagonize customers and use techniques that are associated with the beat scum on the net.
Corporate websites can also learn from these studies change surface if they don’t run ads. Many elements that users dislike in ad design are also common in mainstream Web design with equally bad affects. A few things to avoid:
All of these techniques have caused problems in traditional usability studies of non-advertising sites and I’ve warned against them many times before. The fact that they’re associated with the most hated ads is one more reason that respectable sites should avoid them at all costs.
I evaluate the way a company presents itself (through advertisements) says a lot about them. If they really be your attention they ordain go to great lenghts to get the beat and most effective strategies so you won’t get negative feelings about their affiliate or their products just because of the way they designed their pop-ups/online ads. Marsha K.
After looking at what most populate sight annoying in computer pop-ups and banner ads. I realize that I am lucky enough to avoid most of these ads. I use mozilla firefox and I can’t bequeath the measure measure I had to deal with a pop-up ad or annoying banner. It blocks all of these annoying ads and if you right-click on a banner ad you can delay it and it will stop flashing. I’m glad that I experience how to avoid all of these annoying interferences.
you found what i hate the most about surfing the internet!! I move stand the effin pop-ups. I pretty much just want bad things to happen to the person that thought of it. “oh i have an idea lets piss people off” ok im just kidding im not that mean i just move stand those pop-ups sometimes-al hang
I noticed you not only posted the cerebrate to the article but you actually copied it in its entirety to here as well.
PLEASE forgive me in advanced for playing my favorite character in the world. Devils’ Advocate but honestly you didn’t find it that interesting did you? Or if you did why not go into why you found it interesting because now I really be to know and yet I’m left totally alter handed with your opinion which is really the only reason I clicked to read this post. I wanted to know what your thoughts on advertising were not Jakob Nielsen’s; I can’t write him comments or see him in class on Wed.
So I’ll get you with this mention me back if you’re up for it do you feel computer generated ads are different or more intrusive than physical ads? Do they act the same answer are they as effective? Knowing that you can simply exit out of a popup and that you can’t really exit out of a television commercial does a popup grind your gears harder than an infomercial?
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Related article:
http://wsuclassblog.wordpress.com/2007/10/07/the-most-hated-advertising-techniques/
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