User’s Perception of Disruptive Online Advertisements

Abstract

The decade has witnessed unprecedented growth of information and communication technology.  Goods and services started their promotion on internet and internet marketing became an important tool for the marketers. Use of internet-based applications is increasing and marketing on the internet is the first choice for brands and businesses because of its proximity to a global audience, low cost, 24 x 7 services, measuring capacity for any kind of marketing etc. seeing all these advantages a high percentage of marketers are spending their budget on online ads. The effectiveness of online ads compared to traditional marketing techniques has been gauged by many studies. Users find the campaigns more appealing due to the integration of multimedia and instances of strong interactivity. Though the internet became a popular medium of marketing, its advantages somewhere turned it into also intrusive, overloaded ads by publishers and marketers on the internet started interruption in users' experience and they seem forced, irritating and interfere with people’s work online.

 There are numerous studies on the effectiveness of internet marketing; there is very little research into its intrusiveness and how to move towards formulating a successful online ad campaign in the current scenario. This paper discusses the relevance of online ads and compares user attitudes towards the appealing or disruptive nature of internet marketing campaigns. We analyze how these campaigns are affecting the advertising on the internet and their total impact on customer acquisition