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Misleading Ads Mean Huge Budget Wastage for Leading Brands

7th July 2004 - Be the first to comment on this post
Posted by in Brain Bites: 2 Minute Insights, Content: White Papers, Research Reports and More | Tags:

Many leading brand advertisers could be wasting up to 90% of their online advertising budget – and causing mistrust and frustration amongst users – because of misleading adverts that make the user click-through by accident, according to new research from the team at Bunnyfoot.

In user-testing involving 60 people, we found that almost 9 out of 10 click-throughs for a leading UK brand’s pop-over advertisement (rich media adverts that appear in the browser, over the main content) were made by mistake because the ‘close’ button was so difficult to find. The brand in question has claimed a 20% click-through rate for the campaign, but our research suggests a more believable 2% success rate.

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