Digital Advertising Strategies Impact User Experience
Megan Sullivan-Jenks, Director of Marketing & Communications at Choozle discusses the findings of a survey they conducted which elaborates the consumer trust and feelings towards digital ads
As digital advertising becomes more complex, with multichannel, multiscreen experiences, the user experience associated with advertisements still tends to be overlooked by brands and their agencies. Choozle recently conducted a survey to get a better understanding of exactly how consumers are feeling towards the digital advertisements they see online. Initially, the Consumer User Experience Survey had 688 people respond. Of those 688 people, 39% were bounced due to either not having a smartphone or using an ad blocker. Thus, knocking down the number of respondents to 270 consumers. Through this survey, Choozle was able to discover some interesting results on consumers’ ad blocking and overall sentiment toward online advertisements.
Ad blocking has been slowly picking up steam lately but this could be a result of marketers’ disregard of speed, relevance, quality and security as it relates to a user’s advertising experience. The “Consumer User Experience Survey” found that (out of 600 respondents) 53% of respondents reported using an ad blocker, which is in line with other industry reports. To break it down further, respondents aged 30–44 reported the highest use of an ad blocker (62%), and those aged 60+ reported the lowest use (47%).
In addition, the “Consumer User Experience Survey” shed a light on behavior and engagement towards digital advertising. 41% of users claim they never click on any ads with 19% of users click on 1 in every 10 ads they see. Beyond cl, 41% of users say they rarely trust that the ads they’re shown are true and 54% of users believe that less than half of the ads they see are true.
A consumer’s sentiment towards digital advertising is a natural precursor to the use of ad blockers. Based on the “Consumer User Experience Survey”, 1 in 3 dislike online ads, but most people don’t have strong feelings one way or another — 55% reported “neutral”. Additionally, the online ad sentiment varied with age. The older the user, the more likely they were to dislike online ads — 44% of users 60+ compared to 28% of users 18–29, did not like online ads. Overall, 81% of users would rather be shown ads on their computer than their smartphone and women tended to have a stronger affinity for online ads than men. Just take a look at why users disliked online ads versus why they liked online ads.
The Consumer User Experience Survey presented Choozle with great data on who currently likes or dislikes online ads and why. From this, marketers and advertisers will be able to analyze these findings and use them to create online advertisements that increase engagement and a better user experience across consumers online.