#Most internet users view ads as distraction: Study

This is from an article dated 18th April 2011, found on benton.org about a study conducted on internet advertising. Interesting but not surprising results. How many ads do you click everyday? I have Adblock installed in my browser so i see none. The article reads:

The study conducted in March among 600 people ages 18 to 54 looked at consumer behavior in an attempt to understand why some Internet users don't click on ads. The range includes banner, expandable, video and rich media, excluding search marketing and Facebook. Those who participated in the study "hardly ever or never" click on advertisements they see across the Web. It turns out that "distraction" remains the No. 1 reason people don't like to click on ads. The multiple choice study reveals that 61% say the ad takes them away from their purpose on the Web site. Fifty-eight percent don't see the ads as relevant, followed by 57% who are afraid clicking on the ad will trigger more spam from advertisers. Some 55% believe their computer will download a virus, 54% don't trust the ads, 46% are afraid pop-up screens will take over their computer screen, and 43% don't see ads as engaging.

Behavioral data has been commoditized. I hate to realize that some cookie written by someone has an eye on what i am doing. People should understand my interest changes with time. I might be interested in business this moment but you cannot expect me to be hooked to the same thing tomorrow. This is exactly why some ads turn out to be irrelevant and hence a distractoin. It would be good to see more power in the publishers hand with ads that add value to the post.

Original Article: http://benton.org/node/56045