55% of People Say that Viewing Repeated Online Ads Will Put Them Off Buying
Despite living in a digital world where advertising is becoming bigger and bigger, it seems like not a lot of us are a fan of adverts.
In fact, 55% of people admitted to being put-off buying something if they had seen repeated adverts online. 53% admitted to feeling irritated by the constant showings and only 10% were more likely to follow through with making the purchase.
The survey conducted by InSkin Media found that if an ad was to be shown 5 times, the main feelings are of annoyance and intrusiveness. Once this had been extended to ten viewings, anger becomes the dominant reaction.
The survey also found that timing is key when it comes to online advertising and that if an ad is posted before a customer is aware of the product, it can impact future sales.
If an advert is seen online before researching it, people have been found to be four times more likely to purchase it. If it the ad is seen after research, 15% of people are more likely to be discouraged from purchasing the item. If seen after purchase, people had been found to be four times more likely to be discouraged.
In the survey, 71% of people admitted that they don’t feel comfortable with advertisers knowing their location. Other concerns were around knowing their personal income (83%), their phone number (81%) and websites that they’ve previously visited (69%).
77% of those asked were aware that advertisers collect information from them to target them and 60% had previously deleted cookies to prevent re-targeting.
The placement of an online advert was also proved to be important as ads on unrelated sites make people 11 times more likely to discourage a purchase.
However, on a site that the user considers as “good quality”, they can be up to two times more likely to rate the ad positively – and 37% are more likely to click on it.
This infographic highlights the full stats and shares the importance of placement, targeting and optimisation of online advertising: