So much for blending in.
While the online ad industry falls deeper in love with native ads that fade into the background of Web pages, consumers prefer ads that get in their face by taking over their computer screens.
At least, that’s according to a new study on high-impact ads conducted by Ipsos ASI on behalf of Undertone.
The study, which surveyed more than 3,000 panelists last September, examined a slew of the homepage takeover-type units that came on the scene in a big way several years ago as more Web publishers were seeking bigger brand budgets. These ad types, while endorsed by the likes of the Interactive Advertising Bureau and the Online Publishers Association, have seemingly gone out of vogue these days as more advertisers push for native units that look and feel like Web content.