Tuesday UX Trainer: Users hate these ads the most

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You reading an issue of Tuesday UX Trainer, a series that teaches you something new about UX design every week.

This week, I decided to be ironic. Today’s issue is going to be talking about the relationship between advertising & UX. Not coincidentally, I have two UXB announcements for you before we get into this week’s training:

  1. My UX Career Coaching program is now simplified. You can book time with me on a single session basis, or, get 10% off when booking 4 sessions and 20% off with an 8 session package. Mega bonus: book 8 sessions (“Marathon”) and you’re entitled to every past and future UX Course I make. Speaking of which…
  2. I’m busy building the UX Master Course – a comprehensive UX course that covers everything from UX principles (IA, research, wireframing) to landing a job in UX (portfolio, resume, applying to freelance jobs). It’s slated to launch the week before New Year’sSign up for the waitlist here if you want to beta test my material for free.

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Now, back to this TUT about advertising and UX:

Nielsen Norman published some interesting findings on the most hated online advertising techniques. People hate mobile ads more than desktop ads (makes sense due to lack of screen space). Across both platforms, people hated pop-up modals and non-skip videos the most, while “related links” were least hated.

PageFair, if you really want to dig into this, recently released the State of the Blocked Web 2017 (PDF report). Some interesting stats – 11% of the global internet population is blocking ads (less than I assumed), but there’s a 30% year-to-year increase in adblock usage. For some reason, mobile adblock usage is surging in Asia.

The Coalition for Better Ads and Acceptable Ads are two organizations trying to set standards for advertising in hopes of balancing good UX with keeping publishers in business.

Lara Hogan argues in this article that Performance is UX. Users quickly abandon sites that take too long to load, and having ads only increases the problem. Other performance considerations like the impact on mobile and search rankings are also covered. To learn all aspects about building performant web products, read Lara’s book Designing for Performance: Weighing Aesthetics and Speed.

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Keep learnin’

Oz, UX coach @ UXBeginner.com

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