This is what successful online advertising must look like

Online advertising requires comprehensibility, information and relevance.For consumers, the advertising experience and content are the most important aspects of online advertising. It is important to every second internet user that the advertising is easy to understand and unambiguous. Forty percent state that they interact with ads that are personally relevant to them. Educational content counts as a motivator for 27 percent. This is the result of a survey by Undertone on quality factors of online advertising among 1000 US Internet users. According to the survey, the visual presentation of ads, new products or entertaining content each motivate a third of respondents to react to an advertisement.Websites influence the perception of advertisingThe type of website the user is currently on when they see an advertisement also plays a role in how they perceive ads. 60 percent of respondents are more receptive to advertising if the website publishes entertaining content, 52 percent if the site is about current news or trending topics, and three quarters of respondents say they prefer websites that use new and interesting advertising formats. Two thirds prefer advertising where they can explore the advertised product or service directly in the advertising material. Eighty percent of respondents say that ads with long loading times ruin the browsing experience and that they are unlikely to visit sites overloaded with ads (58 percent).Jörg Schneider, Country Manager Germany Undertone, comments on the results: "The survey provides advertisers, agencies and publishers with interesting information, including how important the environment that a website provides for advertising is. For us as a service provider, the visual presentation, functionality and placement of the advertising are decisive for the success of a campaign, while advertisers have to think about the advertising content. In any case, the user and the positive advertising experience for them must be the focus of campaigns. "More about the study can be found here here.