People Prefer Big, Interruptive Web Ads

New research flies in the face of the native trend

So much for blending in. 

While the online ad industry falls deeper in love with native ads that fade into the background of Web pages, consumers prefer ads that get in their face by taking over their computer screens.

At least, that’s according to a new study on high-impact ads conducted by Ipsos ASI on behalf of Undertone.

The study, which surveyed more than 3,000 panelists last September, examined a slew of the homepage takeover-type units that came on the scene in a big way several years ago as more Web publishers were seeking bigger brand budgets.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in