Click Here to Be Annoyed: The Ad Formats We Love to Hate

Advertising is a necessary evil. It keeps content free, supports businesses, and occasionally, it even manages to entertain or inform. But for every clever, heartwarming commercial, there are dozens that seem designed to test our patience. 

Note:

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

Advert Types that People Hate!

From the obnoxious to the intrusive, some ad formats make us wish the internet came with a skip button for everything. Let’s dive into the murky waters of the most annoying ad formats that make customers want to pull their hair out.

1. Auto-Playing Videos with Sound: The Uninvited Guest

Imagine you’re quietly browsing the web at work, sneaking in a little downtime while your boss is away (I’m actually totally ok for my staff to do this by the way, work isn’t meant to be a prison!). You click on an article, and suddenly, your computer erupts into a cacophony of sound. That’s the dreaded auto-playing video ad. These ads start playing the moment the page loads, often with sound at full volume. They’re the digital equivalent of someone bursting into your room with a boombox, blasting music in your face without asking.

Auto-playing videos with sound are among the most disliked ad formats.

They’re disruptive, startling, and often irrelevant to the content you’re trying to consume. Many users frantically search for the mute or close button, and if they can’t find it quickly, they’re likely to leave the site altogether. Websites that use these ads may gain short-term ad revenue, but they risk alienating their audience in the long run. After all, no one wants to feel ambushed while they’re trying to enjoy a quiet moment online.

I’ll keep these types away from Marketing Made Clear, promise!

2. Full-Screen Pop-Ups: The Brick Wall

You’ve just found an interesting article, you’re two sentences in, and bam! A full-screen pop-up appears, blocking the entire page. Now, instead of reading about the latest tech trends or how to bake the perfect chocolate chip cookie, you’re being asked to subscribe to a newsletter or take advantage of a limited-time offer. Full-screen pop-ups are the digital equivalent of someone standing in front of your TV while you’re trying to watch your favorite show.

These ads are particularly annoying because they force users to take action before they can continue. Often, the “X” button to close the pop-up is tiny or cleverly hidden, making the experience even more frustrating. Full-screen pop-ups disrupt the user’s experience and can create a negative association with the brand behind them. While marketers might argue that these ads are effective in capturing emails or driving sales, they also risk driving customers away with their aggressiveness.

3. Banner Ads that Cover Content: The Sneaky Curtain

Have you ever been reading an article when suddenly a banner ad slides down from the top or up from the bottom, covering the content you were trying to read? Banner ads that obscure content are like those annoying ads you see on TV that cut into your favourite show’s climax.

They’re intrusive and disrespectful of the user’s time.

These ads can be particularly aggravating because they make it difficult to access the very content that brought users to the site. Even worse, some of these ads refuse to move, staying glued to the top or bottom of the screen as you scroll, making it nearly impossible to read anything without being distracted. It’s like having a conversation with someone who won’t stop waving their hands in front of your face.

Annoying, right? But luckily we tend to see these on a limited number or type of website – anyone that has tried to watch football live streams will know what I’m talking about here!

4. Ads with Fake Close Buttons: The Dirty Trick

Few things are more infuriating than clicking on what you think is the “close” button of an ad, only to have another window open or the ad expand instead.

You F***er!

Ads with fake close buttons are a deceptive practice that tricks users into interacting with the ad, often against their will. It’s the digital equivalent of trying to walk away from a salesperson, only to have them follow you around the store.

You F***er!

These misleading ads break the trust between the user and the website. When people feel tricked, they’re less likely to engage with the content and more likely to leave the site. It’s a classic case of winning the battle (getting a click) but losing the war (gaining a loyal customer).

You can tell I’m not a fan of this one!!

5. Ad Walls: The Price of Admission

You click on a link to read an article, only to be greeted by a message telling you that you need to disable your ad blocker to proceed. Ad walls are a growing trend, with websites demanding that users either watch an ad, turn off their ad blocker, or even pay to access content. It’s like trying to enter a club only to find out there’s a cover charge.

While it’s understandable that websites need to generate revenue, ad walls can feel like an ultimatum.

Users are forced to choose between their ad-free experience and the content they want. This can lead to frustration, and many users will simply click away rather than comply. The irony is that the more sites demand that users disable their ad blockers, the more popular those blockers become.

6. Interstitial Ads: The Speed Bump

Interstitial ads started as those ads that appear while a website or page is downloading. But they come in different forms!

You’re in the middle of reading an article or browsing a website, and suddenly, an interstitial ad appears, taking up the entire screen and demanding your attention. Interstitial ads are like digital speed bumps, forcing you to slow down and deal with them before you can continue. They’re disruptive and can be especially annoying on mobile devices, where they’re more difficult to close.

These ads can interrupt the flow of what you’re doing, making the experience jarring and unpleasant. While they may grab attention, they often do so at the cost of user experience. Some advertisers don’t seem to appreciate that being forced to engage with an ad can be detrimental to the brand, and customers likely to have a negative view of both the ad and the brand behind it.

7. Ads that Require Interaction: The Clingy Date

Imagine being on a date with someone who keeps demanding that you “like,” “share,” or “comment” before you can continue the conversation. That’s what ads that require interaction feel like. These ads ask users to engage with them in some way; watch a video, answer a question, click on a button – before they can access the content they’re looking for.

While interactive ads can be engaging, forcing users to interact is a surefire way to annoy them. People like to feel in control of their browsing experience, and ads that demand attention can feel intrusive and unwelcome. It’s like having someone constantly poke you until you respond.

Sooner or later, you’re going to get fed up.

Conclusion: Less is More

In the world of online advertising, less is often more. Users appreciate ads that are relevant, non-intrusive, and respectful of their time. They prefer short, concise ads that get to the point quickly, without resorting to tricks or disruption. The more ads feel like a natural part of the browsing experience, the more likely users are to engage with them.

The key to successful advertising is balancing revenue generation with user experience. Advertisers and publishers need to remember that people come to websites for content, not ads. By using ad formats that enhance rather than hinder the user experience, brands can create positive associations and build long-term loyalty. After all, no one likes to be annoyed, especially not by an ad.