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“Disruptive ads cause more than 10 times as many complaints from consumers as semi-disruptive ads” / Opera Mediaworks Research

  • Disruptive full-screen mobile ads generate 10 times as many complaints as semi-disruptive ads (half-screen), but achieve a similar CTR.
  • The data comes from analysis of more than 15m UK mobile ad impressions by @OMediaworks Opera Mediaworks.
  • Whilst a semi-disruptive ad generated one complaint for every 1,267,114 impressions, disruptive ads generated a complaint every 127,267 impressions.
  • But they aren’t worth the hassle, as semi-disruptive ads generate CTRs more than three times higher (350%) than standard banner or video adverts while fully disruptive ads generate CTRs 381% higher than standard.

Abstract: Full-screen disruptive advertising on mobile, essentially adverts which cover the whole page, are often seen as a powerful tool for engagement.

However, semi-disruptive ads, those which expand from a standard banner to cover only part of the screen, can generate nearly equivalent click through rates (CTR) whilst causing significantly less consumer annoyance.

Learn more about Opera Mediaworks at  www.operamediaworks.com

Methodology: Leading mobile advertising platform Opera Mediaworks analysed the results of campaigns using standard banner ads, semi-disruptive ads and fully disruptive ads on mobile.  The research analysed over 15 million impressions in the UK and analysed CTR and customer complaints about the advertising presence.

Results:

  • Disruptive ads cause more than 10 times as many complaints from consumers as semi-disruptive ads.  Whilst a semi-disruptive ad generated one complaint for every 1,267,114 impressions, disruptive ads generated a complaint every 127,267 impressions.

About Opera Mediaworks

Opera Mediaworks powers the mobile ad economy through technology innovation, transparency and trust, to create vibrant marketplaces for publishers and advertisers across the globe. This enables advertisers to efficiently reach their target audience and publishers to improve their monetisation. Opera Mediaworks operates the world’s biggest brand-focused mobile ad network, serving 23 of the 25 top global brands. We also deliver the world’s leading mobile ad server and monetisation tools to 17 of the top 25 media companies worldwide. Our mission is to deliver relevance in the medium where it matters most — on mobile devices.

Headquartered in Silicon Valley, California, Opera Mediaworks has offices in New York, United Kingdom, Argentina, Brazil, Mexico, India, Indonesia, Russia, Ukraine and Norway. Opera Mediaworks is a wholly-owned subsidiary of Opera Software ASA, which is listed on the Oslo Stock Exchange under the ticker symbol OPERA. Learn more about Opera Mediaworks at www.operamediaworks.com