Programmatic ‘irritates’ UK online users


Details

Editor

| 10 December 2015




Conventional wisdom says that programmatic advertising is the future of online video and TV, but a study from Niume has revealed a potential gating factor – viewer dissatisfaction.



The research from the collaborative blogging platform provider found that well over half of all UK adults, 58%, found the effect of such advertising irritating, with over a quarter (27%), saying it irritates them a lot. The survey also reveals that irritation caused by programmatic advertising after consumers have made an online purchase increases with both income and age up to 65.

Commenting on the findings, John Cruickshank, business development director for Niume, said: “Programmatic advertising invariably continues for the same product, or something similar, after consumers have already made an online purchase. What advertisers don’t seem to understand is just how irritating this is for consumers; and given the depth of irritation caused this clearly isn’t something that only happens occasionally but pretty much every time an online purchase is made.