Brands are wasting budget on ‘annoying’ ads that do more harm than good, new YouGov survey finds
thedrum.com
Brands are wasting budget on ‘annoying’ ads that do more harm than good, new YouGov survey finds
Dive Brief:
- Ads that appear near negative content cause a 2.8 times decrease in consumer intent to associate with the brands, according to “The Brand Safety Effect,” a new media trial study by brand safety company CHEQ, IPG Mediabrands, BMW, Magna and a leading online entertainment platform.
- Two-thirds of consumers who expressed a high purchase
Consumers believe brands intentionally place ads next to unsafe content, study says
Several individual publishers have experimented with removing ads as part of a larger subscription package. Talking Points Memo, for instance, offers an ad-free “Prime” membership for $100 a year. Some publishers like Slate promise “fewer ads” for paying subscribers. But for every publisher that offers an ad-free experience for subscribers, there... See more
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The first digital ad was displayed in 1994 on hotwired.com — the ad had a click-through rate of 44%, compared to an average of 0.46% for online display ads last year.