At the same time as many internet advertisers are ramping up their web advertising efforts, the majority of US consumers say they are very frustrated by many common types of internet ads, according to a recent study by Harris Interactive. Ads that spread across the page and cover the content beneath them are the most vexing for consumers, with 80% of respondents in the study deeming these types to be very frustrating.  Ads on which consumers can’t find the skip or close button are a close second, with 79% of respondents similarly annoyed, the survey found.

Digital Most Used

Despite these consumer frustrations, the survey revealed a definite trend toward online advertising and a move away from traditional print and broadcast. In what can only be considered bad news for consumers frustrated by online ads, more than nine in 10 (92%) advertisers also polled in the survey say they typically incorporate internet advertising into their media campaigns. Nearly as many (88%) say they are incorporating print advertising.

At the same time, less than half say they typically incorporate radio advertising (46%), TV advertising (46%) and digital advertising, such as cell-phone ads (39%).