There are enough annoying advertisements online as it is, heck, there are enough annoying things online period. However, these autoplaying ads that abruptly start when I land on a website make me want to punch something, and I am sure plenty of others feel the same way.
I get it, I landed on your page and you somehow detected that I am a white male living in Florida wearing Nike shoes and drinking a chocolate protein shake. Fine, throw up some ads for me to look at.
Online advertisements are great for driving traffic. I even use them—but a simple display ad is not nearly as intrusive as someone yelling in my face while I’m simply trying to read their article. Below are three reasons why I think the digital world should think twice before slapping DJs on websites.
Whether I’m online searching for an answer to a specific question or I’m jumping from article to article, autoplaying ads are going to become an immediate distraction when I land on a page. It’s like someone throwing firecrackers into the aisle of the movie theater during a movie. It’s this simple, if you want me to take in the content on your page and possibly discover other content on your website (a new protein), don’t piss me off just seconds in to my visit.
Directly tied to the above point, I imagine for many sites, bounce rates will go through the roof because of autoplaying ads, and what happens to your regular visitors? Who wants to be that person in the coffee shop who lands on a page blasting some BS ad but not being able to find the volume button fast enough? Nobody!
It’s Over! I’ve Had Enough!
I also think that autoplaying ads could hurt overall digital advertisements period. People aren’t crazy about ads in the first place, but many tolerate them. What happens when a user experiences one autoplaying ad too many? Maybe they are at work one day, and on a peaceful corporate afternoon, some crap about herbal viagra starts blaring over their speakers. This embarrassing experience may drive them to purchase ad blocking software. This would mean that not only would the user be blocking future attacks from autoplaying ads, but most likely regular on-page display ads.