19 February 2013 - 11:03am | posted by | 4 comments

Over 90% don’t trust online ads

Over 90% don’t trust online adsOver 90% don’t trust online ads

At least 95 per cent of the public don’t trust online ads, while only 2.8 per cent of those surveyed say they trusted adverts received on their smartphones.

The research by Adblock Plus asked over 1,100 people their views of advertising, with a third of people saying that they trusted television advertising.

Till Faida, co-founder of Adblock Plus, a browser add-on to block annoying and intrusive online adverts, said: “The credibility gap that online advertisers have created for themselves is a serious issue and one that will challenge the sustainability of many websites unless it is addressed. Online site owners need to develop new strategies to secure their financial future.

“Firstly, we advise that the utmost care is taken with who they allow to use their websites for advertising. Substandard adverts will reflect badly on the site and damage the credibility and trustworthiness of any wider content.

“Secondly, they should re-asses the intrusiveness of their adverts. The problem is that in the race for advertising clicks, many online sites are killing the long-term sustainability of their advertising revenue stream. The only way forward is a balanced and responsible approach to advertising that allows people to profit from their creative content without irritating users to the point where they take measures to eliminate seeing any adverts.”

Nearly 50 per cent of people in the UK either already use adblocking software or would like to find out how.


19 Feb 2013 - 12:46
johnn69497's picture

The issue isn't intrusion. Intrusion is essential for advertisers to communicate a message, and intrusion doesn't need to mean annoying (evidenced by 30% of people trusting what can only be described as intrusive TV adverts). The answer is less ads, with higher production values that have higher impact.

19 Feb 2013 - 14:30
Force-7's picture

Totally agree with @johnn69497's comment. Viewing my personal Facebook news feed (as a 31-year-old single male), here are the top two adverts:

LOSE A STONE IN A WEEK Its [sic] been hailed as the hollywood [sic] diet and it erases belly fat like nothing else.

-- I'd say learn how to use apostrophes and capital letters before you go making such wild claims.

BOYFRIEND WANTED Find single girls near you with Are YOU Interested on Facebook.

-- Yes, Facebook, I'm single, but it doesn't mean I'm desperate. Thanks though, I appreciate your pity.

There are so many creative and clever adverts out there which, if not necessarily driving us to buy the products in question, build up brands and create strong followings. So more of these, please! The dodgy diets and fake single girls can be saved for the more gullible internet users (God help them).

19 Feb 2013 - 15:35

I agree 100% with @johnn69497 and @force-7. Less ads on the page, higher production quality and more informative, especially if delivered in the correct editorial context.

If I am passionate about a hobby, say Woodwork, and my job is in digital advertising, the last thing I want, when immersed in my favourite nerd-out woodworking site, is ads for Google Analytics or Google Ad Words reminding me of my day job!

Better production quality, more informative ads, in HTML5 are what we need. A good ad at the right time is useful information. I think anyway.

19 Feb 2013 - 17:28
georg11777's picture

Adblocking company says folks don't trust ads....what a shocker


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