NNGroup has published a report based on the survey of 452 adult respondents from US. The survey tried to find out the perceptions of the participants on various ad formats.

Key Findings

  • Modal ad formats are most hated on desktop. 5.82% of participants stated this.
  • Internet users (5.79%) also don’t like to autoplay video ads on desktop
  • 5.75% users do not like intracontent ads on desktop
  • On mobile too, 5.94% people stated that they hate Modal ads
  • 5.70% stated that they do not like prevideo ads with no skip.

Therese Fessenden says, “The ads that generated most positive comments were those which did not look like ads or were related to the user’s primary task. Participants spoke favorably about advertisements which “blended in” with content, like social media and prevideo ads (with skip). Sponsored social media ads tend to be displayed amidst other posts, formatted nearly identically, and prevideo advertisements were expected and tolerated (if they were not autoplay videos, and could be skipped). However, it’s important to note that deceptive links were vehemently disliked and not trusted for their lack of upfront disclosure. It’s a delicate balance to utilize these findings for advertising creatives: design to blend in without being deceptive”.

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