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Research Shows Intrusive Ads Negatively Impact Consumer Engagement and Sales Opportunities

A recent study conducted by Wunderkind, a performance marketing channel, reveals that intrusive ads not only disrupt consumers’ browsing experiences but also lead to lower engagement and lost conversion and sales opportunities. The research, based on the responses of 1,000 digitally-active shoppers, found that a staggering 70% of participants believe advertisers do not respect their digital experience, with an additional 95% stating that their content consumption is frequently interrupted by intrusive ads. Moreover, 92% of shoppers reported that they feel ads are becoming increasingly intrusive.

It is not just the on-site user experience that is being affected by these disruptive ad experiences. These intrusive ads are also causing frustration among consumers and interrupting their browsing and buying journeys. Consequently, this results in lower engagement and, importantly, lower conversion rates. The ineffectiveness of ads stemming from intrusive advertising significantly lowers marketing ROI and ROAS (return on ad spend).

Wunderkind’s poll further revealed that 91% of shoppers would not make purchases from brands that serve them intrusive ads. Moreover, a separate study by Bulbshare found that disruptive advertising leads 99% of Gen Z consumers to frequently skip ads. Additionally, almost two-thirds (63%) of online shoppers employ ad blockers to avoid online advertisements altogether.

The impact of intrusive ads is not only evident among consumers; research among 100 senior marketing executives conducted by Wunderkind for its 2023 CMO State of the Union report highlights similar concerns. Half of the executives surveyed (50%) expressed that digital ads were not contributing to growing brand loyalty, and 44% believed their online adverts were not driving sufficient sales.

Interestingly, Wunderkind’s survey discovered that more than two-thirds (68%) of consumers are more likely to engage with an ad when they have fully disengaged from the content they were initially consuming. Additionally, 60% of respondents indicated that they prefer to see ads only when they have finished engaging with the website’s content.

Addressing the issue, Amy Pearce, head of advertising at Wunderkind International, emphasized the importance of serving ads at the right time, to the right user, in a more organic way. By doing so, consumers are more receptive and willing to meaningfully engage. Just as retailers and brands focus on personalizing the shopping experience, brands must also consider how and when ads are presented to consumers to create user-first advertising experiences that drive up engagement and ROI-generating conversions.

How Can AI legalese decoder Help with the Situation?

AI legalese decoder can play a crucial role in addressing the concerns raised by intrusive ads. This advanced technology utilizes artificial intelligence algorithms to analyze and decode complex legal language, making it more accessible and understandable for consumers. By employing AI legalese decoder, brands can effectively communicate their advertising terms and conditions in a clear and concise manner, empowering consumers to make informed decisions and reducing any discrepancies that may cause frustration or mistrust. This transparency and improved comprehension foster a more positive ad experience, enhancing engagement and increasing the likelihood of conversions. Additionally, AI legalese decoder can assist brands in delivering ads in a more organic way, ensuring that they are served at the right time and to the right user, thus avoiding the perception of intrusiveness. By leveraging the capabilities of AI legalese decoder, brands can optimize their advertising strategies and create user-first experiences that drive better results in terms of engagement, conversion, and overall ROI.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

Tags: Advertising, shoppers

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