Shoppers Reject Brands with Intrusive Ads

Intrusive advertisements, which disrupt the online shopping experience for consumers, not only risk lower engagement but also lead to missed conversion and sales opportunities, according to a study conducted by Wunderkind, a performance marketing channel specializing in one-to-one messaging for retailers and brands.

The research, featured in Wunderkind's recent 'Kindness in Advertising' report, surveyed 1,000 digitally-active shoppers. It revealed that 70% of respondents believe that advertisers do not respect their digital experiences, with 95% reporting that intrusive ads interrupt their content consumption. Moreover, 92% of shoppers feel that ads are becoming increasingly intrusive.

The negative impact of these disruptive ad experiences goes beyond frustrating consumers and interrupting their online journeys. It also results in reduced engagement, lower conversion rates, and significantly diminishes marketing return on investment (ROI) and return on ad spend (ROAS).

The survey by Wunderkind disclosed that 91% of shoppers would refrain from making purchases from brands that serve what they perceive as intrusive ads. A separate study by Bulbshare found that disruptive advertising leads 99% of Gen Z consumers to frequently skip ads, while nearly two-thirds (63%) of online shoppers employ ad blockers to avoid online advertisements completely.

Furthermore, research among 100 senior marketing executives, part of Wunderkind's 2023 CMO State of the Union report, showed that 50% of them felt digital ads did not contribute to building brand loyalty, and 44% stated that their online ads did not generate sufficient sales.

The findings indicate that more than two-thirds (68%) of consumers surveyed by Wunderkind would be more inclined to engage with an ad if it were displayed after they had disengaged from content. Additionally, 60% of respondents preferred to see ads only after completing their interaction with a website's content.

Amy Pearce, Head of Advertising at Wunderkind International, commented, "Ads are often portrayed as the antagonists. However, when ads are served at the right time, to the right user, and in a more organic manner, consumers are content and willing to engage. Brands, similar to retailers, should focus on personalizing the shopping experience and consider how and when to deliver ads to create user-first advertising experiences that boost engagement and result in ROI-driven conversions."