A recent article in the International Journal of Commerce and Strategy gives an excellent summary of
the current thinking about intrusive ads. It not only summarizes past research, but it also
provides the results of new experiments. First, let me clarify the jargon.
Intrusive ads are banners and “clickbait” that cover the text you are reading. This form of
advertising is a double-edged sword. The advertiser is assured that the advert has the reader’s
attention. Unfortunately, the reader and potential customer will associate your product with
being annoying and inconsiderate.
It is common sense that the more time we invest in reading something increases the chance of
our reading further. Also, there is a positive connection between the time spent reading an
article and the amount of concentration devoted to it. The jargon for this phenomenon is
Attention inertia theory explains why an advertisement’s likeability and noticeability appear
mutually exclusive. The research, however, not only discusses the problem but offers some
The journal article discusses the current thinking between intrusive ads and attention inertia. It
summarizes past research and adds new insights.
People are less annoyed with intrusive ads if the ad is:
- Tailored to the website’s content, not to the reader’s personal information;
- In between web pages if the ad is unrelated to the web content;
- Near pictures instead of texts;
- Apparent reading an interesting article.
Although the reader will always be annoyed with pop-up advertising, hopefully, these tips will
make informing people about your business as comfortable as possible.