Jan Wittek, chief commercial officer at Eyeo, noted that while most users accept ads in exchange for free content, they express discomfort with intrusive or overly dominant formats. Users dislike ads blocking 90% of the screen or those featuring both video and audio. Wittek pointed out that what matters is not the mere presence of ads but the nature and quality of the ad experience, highlighting a growing backlash against invasive advertising techniques.
The white paper revealed that 89% of participants believe there should be limits on the frequency and disruptiveness of ads when accessing free content. Additionally, the findings indicate a shift in consumer perception: respondents primarily hold tech companies accountable for the sheer volume of ads they encounter, showing a clear expectation for these companies to take responsibility in curbing the advertisement overload.
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