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posted by
martyb
on Monday May 28 2018, @04:07PM
from the all-his-books-are-banned-in-my-country dept.
from the all-his-books-are-banned-in-my-country dept.
Jakob Nielsen and his group have long documented that advertising in online media carries a cost in terms of usability. A recent longitudinal study quantifies the effect.
Summary: Increased advertising caused a 2.8% drop in use of an Internet service. The full magnitude of the lost business was only clear after a full year.
We have long documented that advertising in online media carries a user-experience cost:
- Users find many online advertising techniques highly annoying — that attitude has remained constant since we first reported it in 2004.
- Because online ads are so irritating, users have evolved banner blindness as a defense mechanism to reduce this annoyance. (Also a finding that has remained true for decades, meaning that it's not likely to change anytime soon.)
- Even worse (from a web-design perspective), ads poison the well for honest designers seeking to boost the visual design of useful page elements: anything with an overly fancy look may be unjustly taken for an ad and also ignored by users.
[...] Reference
Jason Huang, David H. Reiley, and Nickolai M. Riabov (April 21, 2018): Measuring Consumer Sensitivity to Audio Advertising: A Field Experiment on Pandora Internet Radio. Available at https://davidreiley.com/papers/PandoraListenerDemandCurve.pdf (warning: PDF file).
From: Annoying Online Ads Do Cost Business.
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Annoying Online Ads Do Cost Business
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Most of our lives are about proving something, either to ourselves or to
someone else.
(Score: 4, Interesting) by Anonymous Coward on Monday May 28 2018, @05:38PM (2 children)
I might click on an ad that is at the bottom of a page and isn't slowing my computer.
Until I get to the bottom of the page, I have something else I want to do. Interruptions piss me off, and will at best be ignored. I may close the page.
Once I reach the bottom, I am much more willing to be distracted by an ad. I'm looking for the next thing to do. I could click on an ad, or at least look at it.
I won't reach the bottom of the page if I can barely operate my computer. If my mouse barely moves, I'm going to close the page.
(Score: 2) by kazzie on Tuesday May 29 2018, @06:11AM (1 child)
Ah, but if your mouse barely moves, how will you close the page? Muahahaha...
(Yes, I know, keyboard shortcuts.)
(Score: 1) by anubi on Tuesday May 29 2018, @07:11AM
If nothing else, I found browsing the web before NoScript to be highly illustrative of the need to remember ctrl-w.
( I would open up a link in a new tab, and get frozen... ctrl-w would usually put me back to right to where I was before I clicked on the link that got me in that snit.)
"Prove all things; hold fast that which is good." [KJV: I Thessalonians 5:21]