The Web became an advertising medium in the early 1990’s. According to Hairong Li (2011) the Web started as a single page and transformed into something richly sophisticated, with new features, functions and advanced applications. With the proliferation of e-commerce the Web has been used as platform to launch new forms of interactive advertising, like display ads, sponsorship, search ads, blogs, social ads, user generated content, and applications.
The history of the Web teaches us how rapidly the platforms have changed in the past 15 years. According to Hairong Li (2011) in the Interactive Advertising Bureau (IAB) 1998 revenue report there were only four types of interactive advertising. This number grew to 22% in 2010. Search advertising, instead first appeared in the IAB 2000 revenue report and passed from 1% on the first year to 47% in 2009 (p. 17).
With the growth of advertising utilizing digital media,
negative consumer reactions toward digital ads are growing too.
According to Charles R. Taylor (2013) the Internet didn’t become a well-established advertising medium until 2005. The challenge today, in 2013 seems to be the same as it was in 2005: how to get people to be attentive to digital ads. Taylor explains what follows: “Watching YouTube’s attempts at getting people to view ads, which include allowing viewers to watch a limited portion of an ad prior to viewing content, or watching a full ad for access to particularly sought after content, is fascinating to any student of advertising” (p. 3). More research need to be done in order to overcome the ongoing challenge to get people to view ads in the ‘private’ online context. With the growth of advertising utilizing digital media, negative consumer reactions toward digital ads are growing too.
The users’ feelings toward digital ads lead to avoiding the advertisement;
basically users were ignoring the ads, disregarding its format.
A 2009 study made by Yann Truong and Geoff Simmons explains how much digital ads have been perceived as intrusive. According to Truong and Simmons the Internet advertising strategy consisted in display advertising (banners, pop-ups and interstitial), search engine optimization, and search engine marketing. Studies revealed that pop-up and banner advertisement were perceived as interruptive and annoying. The users’ feelings toward digital ads lead to avoiding the advertisement; basically users were ignoring the ads, disregarding its format.
- Digital Advertising: The Measure of Success (blogs.imediaconnection.com)
- Measuring the Impact of Digital vs. Traditional Advertising on Website Traffic (benblackwellcc.wordpress.com)