Some 26% of internet users block ads, and the most popular reason for doing so is that adverts block content or are perceived as invasive, according to research by the Interactive Advertising Bureau. Analysis indicates that agencies recommend hover ads and interstitials 43% more often when they’re buying based on viewability compared to a CPM (cost per 1 views) basis. However, focusing relentlessly on viewability above all else can ruin user experience and cause users to block ads.
Some 26% of internet users block ads, and the most popular reason for doing so is that adverts block content or are perceived as invasive, according to research by the Interactive Advertising Bureau. Analysis indicates that agencies recommend hover ads and interstitials 43% more often when they’re buying based on viewability compared to a CPM (cost per thousand views) basis. However, focusing relentlessly on viewability above all else can ruin user experience and cause users to block ads.