As sites struggle to accelerate along the path to profitability, we are seeing bigger and more intrusive ad units. Some years ago, many publishers were afraid to push the boundaries of online advertising, preferring instead to stick with standard banner advertising. Now, the industry is pushing more and more for an “interruption” model of advertising, similar to what we see on TV and radio.
Ads Get More Intrusive
The evidence is everywhere: increased site support of pop-up interstitials and SUPERSTITIALs; rapid acceptance of the Interactive Advertising Bureau’s new (and much bigger) ad units; and the increasing popularity of “out of banner” ads, including various DHTML executions and units like those supported by eyeblaster. Even the venerable expanding banner ad is moving from a click-initiated expansion to one that’s initiated by a mere mouse-over.
It seems logical: If people are no longer responding to banners, perhaps because they’ve been able to tune them out, then let’s throw up something that they can’t ignore so easily. But if users can’t ignore the ads, will they be annoyed by them instead?