27% of UK consumers think digital ads have got worse: Adobe
A survey by Adobe has revealed 27% of UK consumers believe the quality of digital ads has declined in the past three years, compared to 22% of users in France, 20% in the US and 18% in Germany. Almost three-quarters of UK customers told the survey they skipped past ads "as soon as possible", and 54% said they thought they were "ineffective". Display ads fared no better, with 63% of UK users "most unwilling" to view pop-up ads, compared to 59% of users in France and 46% in Germany.

UK consumers are more annoyed by online ads than their European counterparts, according to a report from Adobe.

The research, from Adobe, indicates that 27% of UK consumers think digital ads have got worse over the past three years compared with 22% of their counterparts in France, 20% in the US and 18% in Germany.

In addition, more than half (54%) of UK consumers describe online advertising as “ineffective”, compared to 52% in Germany, 51% in France and just 43% in the US.

UK consumers are more antagonistic on nearly all measures covered in the Adobe study.

For example, half (50%) say they would stop watching an ad entirely if it was not skippable – more than in the other three nations – while 74% agree that they “try to skip ads as soon as possible”.

The results do not get much better for display ads either because almost two-thirds (63%) of UK consumers say they are “most unwilling” to view pop-up ads after clicking, compared with 59% in France and 46% in Germany.

The results suggest marketers need to pay much more attention to the type and volume of ads they are showing UK consumers.