Initial findings from Project Reconnect, an ongoing survey based on a global poll of parents and teenagers, found a “remarkable” level of agreement across territories and age groups over which features of online ads are acceptable - and which are not.
The researchers, who questioned consumers in four key territories - Brazil, China, the UK, and the US - found that ads offering a “tangible benefit” for users are acceptable - as are ads that are “different, fun, engaging, and/or offer something extra.”
But the survey also revealed that people “instinctively” describe online advertising in potentially negative terms – “pop-ups, banners, and spam.”
Generally, there is a shared belief there is a “time and place” for online ads, and that advertisers should not overstep boundaries and “pester” consumers.