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RESEARCH, ANALYSIS & TRENDS

who want to tell us that we have gone too far.  Since the trend goes towards the smaller screens
of mobile devices, less disturbing advertising is
Transforming the vicious circle into a virtuous cir- much more tolerable than big ising banners.
cle of insights and progress
Full-screen pop-ups have an extremely high rejection
For a long time, news agencies and publishers have rate as many complain and hate to desperately look for
provided their content free of charge, but when infor- the small, almost invisible cross to close such advertis-
mation was increasingly being retrieved exclusively via ing, but mobile advertising and the video interstitials are
the Internet, and the print editions were being replaced, right on their heels in their unpopularity. Overall, adver-
new possibilities had to be created to cover the costs. tising is perceived as more intrusive than ever, so that it
That’s why so-called payment restrictions have been can be expected that users are refining their avoidance
introduced for certain contents and ad placements have strategies.
also increased, which of course influenced the reading
experience of customers and had an adversely effect Certainly, it won’t help the advertising industry to push
on consumers. further, as users then only equip themselves the more
with Adblockers. Especially on mobile devices the Ad-
Attention should at least be paid to the following things blockers are on the rise and the more in countries
so that the Customer Experience does not suffer: where the Internet access is primarily through mobile

(currently estimated at 90%), although the users by no
 The loading time of the pages should not be affect- means are overall depreciatory. They clearly differenti-
ed by advertising. ate which ads have a benefit for them and which they
find particularly annoying. And of course, there are also
 Try to provide relevant ads to the user, as they are formats that are perceived as useful, such as ads in the
perceived as less disruptive and will get more clicks search results or advertising in social media. The fact is
and views. that users want to have control over their online experi-
ence. Waiting and limited loading times by ads are usu-
ally rejected, and today’s digital marketing industry
 The optics of the site is still crucial. If too much of
must adapt to the wishes of the crowd. ◊
your branding gets lost, because only advertise-
ments are still flashing, a page does not look very By Daniela La Marca
trustworthy. In the long run, users and advertisers
will stay away.

MediaBUZZ Pte Ltd - Independant ePublisher for Asia