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- What is a 'call to action'?
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The Competitor Spotlight survey is the first step Momentum take before undertaking any web project. - How do the different Momentum services work together?
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Consumers use more online ad-blocking technology
Consumers have increased their use of online advertising-blocking technology in the past two years, according to a new report from Forrester Research.
The study found that consumers expressed a dislike for the volume of internet advertising that they were being exposed to and many felt that it was excessive. Consumers also complained about the disruptive nature of online adverts and their irrelevance.
Such dissatisfaction has led to more than 81 per cent of US households with broadband internet access using technology such as pop-up blockers and spam filters to avoid being exposed to them.
The figures may lead some online marketers to consider focusing on other types of internet advertising, such as paid search advertising, rather than pop-ups.
Forrester also found, however, that overall, internet users had become more tolerant of online advertising, despite the increase in the use of blocking technology.
The report's author Peter Kim said: "It's high time for marketers to improve ROI by launching technology-supported campaigns that will improve targeting and reduce spending waste."
A recent study from the Direct Marketing Association reinforced the view that internet users do not like to be exposed to too many internet adverts, revealing that in email marketing campaigns, total click-through rate decreased as the frequency of contact increased.
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