Five User Requirements for Online Ads

Five User Requirements for Online Ads

It is fair to say that public opinion does not favor most online ads — our research confirms it. In a recent study, we collected open-ended responses to understand what truly makes or breaks an online advertising experience. From the 300 responses we received, comprised mostly of negative comments, combined with our insight from a presentation by Christian Rohrer and John Boyd at Nielsen Norman Group’s User Experience Conference in 2004, we were able to distinguish five user requirements for interacting with advertisements. Complying with these will make your ads less insufferable and may even make customers like you:

  • User control
  • Instant gratification
  • Placement
  • Predictability
  • Relevance

User Control

One of...


Five User Requirements for Online Ads | Usability Insights From Sun Microsystem's 1997 Web Design

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