Users are wary of unidentified ads, and for good reason-- they often lead to scam websites with multiple layers of pop-ups. Visual cues associated with this type of ad -- such as obnoxious animation, lurid colors and too-good-to-be-true offers -- are guaranteed to alienate users.
When known brands employ these tactics, they cheapen brand value. Worse, they make themselves unrecognizable in a medium that demands trust.
Make ads -- and your brand -- recognizable
Erin, the user pictured in this test, sees the Armorall ad at the top of the page, but is discouraged by the unfamiliar term "Owner Center."
Clear identification of the advertiser encourages users to accept ads, but it’s no guarantee that users will click on the ad. In the example above, an Armorall ad was recognized by a user, who is a current customer, but the use of an unfamiliar term ("Owner Center") was not compelling enough to make her click on the ad.
Next: Takeover ads can backfire
