Closing Online Ads Lack Consistency – Advertising Expert Tim Burt Explains

If you play the free version of Words With Friends (or other ad-supported games), you’re subjected to periodic advertising.

Like most consumers, I want these ads to go away as quickly as possible.

After all, unless the ad is speaking to me I don’t want to waste my time looking at it.

Besides, I want to play the next game, round, level, etc.

So I took some screenshots of actual ads from my iPad after destroying playing my buddies in Words With Friends.

Here is an ad for Chick-Fil-A


Notice where you tap to close the ad (pardon the fancy circle job):


Up next, Best Buy


This ad closes on the bottom right corner:


Now, an ad for another game called “Cookie Jam”:


To escape this colorful mess, you’d click on the upper left:


Three different ads in unrelated categories, yet no consistency on how to make them go away.

This one for Dr. Scholl’s foot products is particularly annoying:


Why? Because the “X” button is deceptively small:


Two conclusions:

1) The mobile advertising industry needs to develop a standard by which consumers can quickly close the ads, and fast.

Otherwise they’re only increasing the user’s frustration level with advertising in general.

2) Take this lesson and apply it in your own business. Do your customers expect and receive the same predictable process when trying to buy your products?

It would be akin to moving the cash register to different locations every day in your store. Or changing the layout and appearance of your mobile checkout page.

As I discuss in my seminars, “unexpectedness” is powerful in attracting new customers, but not when you’re trying to condition them to your businesses’ practices.

Tim Burt

About timburtmedia

30,000+ ads globally. Commercial Advertising Marketing - world-wide audio producer, voice-over talent, copywriter.
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1 Response to Closing Online Ads Lack Consistency – Advertising Expert Tim Burt Explains

  1. Hi Tim, when I was reading this, I started thinking about ads that play before videos with different audio levels. Often times a few ads will play before a video, and while one of them is so quiet I have to turn my volume all the way up, the next one blows my eardrums out! That might be more of an issue on the side of the content producer for not having any guidelines on audio levels, but either way, not consistent! And annoying. If every time Red Bull’s ad shows up I lose a little more of my hearing, that certainly doesn’t make me want to buy their product! Just a thought.

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