The first study reported here showed that people find animated
advertisements more annoying than static ones, holding
all else constant. This study also identified five categories
of complaints about annoying ads providing a first pass at
identifying undesirable features. We used the good and bad
ads from this study to measure the compensating wage differential
in the second study.
The main result of this paper is that annoying ads lead to site
abandonment and thus fewer impressions than good ads or no ads.
In what might be seen as good news for publishers, good ads and
no ads led to roughly equal numbers of impressions. Annoying ads
impaired people's ability to carry out an email classification
task, suggesting that annoying ads have a real cost to users
beyond mere annoyance.