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Smartphone users have spoken and they're annoyed by these mobile ads
BII
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Unsurprisingly, mobile users don't want ads when they're browsing their smartphones.
A new study from the IAB U.K. detailed users' feelings about mobile ads, and of particular note was the data that an overwhelming majority of consumers want the option to more easily skip or avoid ads. The survey asked respondents to comment on how they would like mobile ads to be adapted to improve them or make them more acceptable to users.
Respondents were especially annoyed when they were redirected to an advertiser's site when they tried to close an ad or when they had no option to close an ad at all. Specifically, respondents were annoyed with three types of ads.
First was in-read ads, or those that appear within content on a publisher's page, such as in between the paragraphs of a written article. Only 19% of respondents felt this type of ad was easy to skip, and some disliked that this ad occupied the middle of content and took up a large chunk of space.
Second was pre-roll video ads, which 25% of respondents said were easy to skip. Many users were also frustrated that they saw the same pre-roll ad repeatedly and felt that if advertisers could not avoid showing the same ad twice, then they should make it easier for users to escape or skip the ad.
Finally, 29% of users felt rich media banner ads that appear in feeds were easy to skip. Specifically, respondents did not like that they could not escape the ad when it started and played for a lengthy period of time.
The survey's responses were not surprising, and in fact they explain the rapid growth of mobile ad blocking. The IAB study found that one in every 10 consumers currently use mobile ad blockers in the U.K. and 17% had done so in the past.
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