Online advertising, like most media these days, is still trying to find its way. We’re planning additional studies to examine these and many other observed user behaviors in greater depth. In the meantime, here are some safe, user-aware strategies for creative agencies, advertisers and content publishers.

• Do not allow ads to interrupt important user tasks such as using navigation or reading content-- under any circumstances
• Never auto-launch audio
• Provide easy-to-see, easy-to-use controls for rich media
• Avoid too-good-to-be-true offers
• Control the rate of animation
• Don’t mix advertising with a site's content within a framework such as a viewer window
• Don't frustrate the user: if you have a banner with a specific offer, make sure the banner links to an offer page, not the site's home page
• Stop pushing your user: set a limit for the number of times an ad can appear in one user session
• Make sure your publishers have defined a consistent screen grid, with consistent placement and identification of all ads
• Do not place your top-of-page banners within a site’s top navigation: getting in the way of a user's attempts to navigate a site will frustrate the user and can create a negative brand association. Top-of-page banners should be visually distinct from a site's top navigation

Maria was annoyed when she clicked on a 1800flowers.com ad for a specific arrangement and ended up at the main site.

Other resources: Q&A with Cia Romano-- What Consumers Hate About Online Ads

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