40% of Online Ad Dissatisfaction Directed at Advertisers; Top Discomfort Reason: 'Interference with Browsing' at 73.7%

System Research Co., Ltd. (Headquarters: Nagoya, Aichi Prefecture), operator of the creator marketplace "Arulu Mall," conducted an online survey regarding "annoying internet ads" targeting individuals aged 20 to 60 nationwide.

The results revealed that when an unpleasant ad is displayed: - 40.8% of respondents felt dissatisfaction toward the "ad content or the advertiser." - This surpassed the 29.4% who felt dissatisfied with the "site or app being viewed."

The top reasons for finding ads unpleasant were: 1. "Interfering with operation or browsing" at 73.7%. 2. "Unable to skip" at 63.5%. 3. "Irrelevant ads being displayed" at 60.0%.

Furthermore, the most common situation for feeling discomfort was "while watching videos" (62.7%). A significant 69.4% of respondents expressed annoyance when ads appeared "while acting with a specific purpose," highlighting the stress felt when browsing or actions are hindered.

### Key Survey Results

- **40% of dissatisfaction is directed at advertisers** When asked where their frustration goes when seeing an unpleasant ad, 40.8% said the advertiser/content, while 29.4% said the site/app. This indicates a trend where the advertiser's brand takes the hit.

- **Ads are most annoying during goal-oriented behavior (69.4%)** 69.4% found ads more annoying when they were performing a specific task, compared to only 9.4% when browsing to kill time.

- **Top situation: Video watching (62.7%)** Discomfort was highest during: - Video watching: 62.7% - Article reading: 48.7% - Searching: 34.7% Conversely, gaming (21.3%) and SNS browsing (19.3%) saw relatively lower levels of frustration.

- **Top reason: Browsing interference (73.7%)** Other major reasons included: - Display time is too long: 58.8% - Repeatedly displayed: 56.1%

- **Acceptable ads: "Quickly closeable" (44.3%)** The most tolerated ads were those that could be closed quickly (44.3%) or had low frequency (30.2%). Interestingly, factors like relevance to a current search (22.8%) or video content (16.5%) were less important than the delivery method and frequency.

### Conclusion The survey underscores that internet ads are judged not just by content but by the "situation of display." Over 40% of negative sentiment impacts the advertiser directly. Ensuring that ads do not block user operation—especially during purposeful activities—is crucial for ad experience and brand reputation.