When users were asked how various aspects of online ads affected their Web experience, they rated the following attributes most negatively.

Pops-up in front of your window 95%
Loads slowly 94%
Tries to trick you into clicking on it 94%
Does not have a “Close” button 93%
Covers what you are trying to see 93%
Doesn’t say what it is for 92%
Moves content around 92%
Occupies most of the page 90%
Blinks on and off 87%
Floats across the screen 79%
Automatically plays sound 79%

생각보다 많은 사람들이 자동으로 재생되는 소리에 반감을 가지고 있다. 온라인 상에서 소리에 대한 재생권한을 가지는 것은 생각보다 어려운 일이다. 극소수의 사이트들만이 “소리를 재생할 것이며 당신이 원할 경우 그 소리를 재생하지 않겠다”라는 문구를 보여준다. 대부분은 일단 재생부터 시작할 뿐이다.

Not many ads are actively loved by users, but some advertising techniques do have a positive impact on the user experience. Users were particularly pleased with ads that clearly:

* indicate what will happen if people click on them,
* relate to what people are doing online,
* identify themselves as advertisements,
* present information about what they are advertising, and
* provide additional information without having to leave the page.