Digital ads influence buying behaviours

Digital adverts significantly impact user experience and buying behaviours, according to a report by marketing agency Wunderkind.

The “Kindness in advertising” report found online consumers are increasingly aware of intrusive ads, with 91% of consumers stating they wouldn’t purchase from an advertiser with "annoying" ad experiences.

The study comes as marketers report year-on-year increases in digital ad spend – up 9.5% from 2022, according to data by Insider Intelligence.

This increase in digital ad spend has been recognised by 92% of consumers, who said ads have become more intrusive over the last few years, the report said.

The report added consumers aren’t opposed to advertising but are against disruptive experiences, with 68% reporting they are most likely to engage with an ad when completely disengaged from content, such as after a purchase.

Such disruptive experiences have led 70% consumers to believe advertisers don’t respect their “digital experience,” the report added.

The study – sponsored by consumer researcher Attest – surveyed 1,000 US-based and digitally active consumers aged 16–65.