[INSIGHTS REPORT] We Discovered Parents Really Dislike Popup and Banner Ads

We ran a two week insights project asking parents about advertising. We asked them to answer questions, actively share their opinions and give detailed commentary. Read on to find out more Insights into Parents and Advertising and to download our free highlights report.

parents and advertising

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

This month’s Insights Report gives feedback from parents and insights into their views on advertising.

Key Insights from Parents on Advertising

To gather these insights we ran an online survey on Mykidstime.com September 2021 with 741 responses from parents and an in-depth insights panel carried out on our ParentsandBrands private platform, also in September 2021 with 35 panel participants.

Key Insights

Here are some of key insights to come out of the report:

  1. 35% of parents surveyed said that digital advertising from a brand makes them feel more likely to trust them and want to buy from them.
  2. 61% of parents said that reviews and testimonials are the strongest types of advertising that influence purchases for them.
  3. Just 4% of parents said they would share a product advertised to them via an influencer providing they liked the influencer and the product.
  4. Parents said display banner and pop up ads were their least favourite form of advertising.

A Selection of the Feedback from Parents on Advertising

Advertising is fine in a passive environment i.e. billboards, radio ads etc. but in an interactive medium such as the Internet they are intrusive and infuriating, especially when the ad loads slowly resulting in me clicking on it accidentally.”

“Advertising certainly piques interest if the product looks good, but I tend to do a background check on products I’ve seen in pop up ads before I would consider purchasing to make sure it is a genuine legitimate product and/or it gets good reviews.”

“There is so much advertising we have gotten used to mostly ignoring it. It needs to evolve and become more relatable… maybe use ads to promote both brand and encourage changes in the world and our attitudes.”

Key Recommendations for Advertisers

  • Parents rely on good word of mouth before making purchases. Reviews and testimonials should be forming a core part of your marketing and comms.
  • Annoying or overplayed ads can put parents off a brand or service.
  • Reconsider influencer ad budget as this may not be hitting the mark in terms of activating parents.

Download Our Free Highlights Report

parents and advertising

For a snapshot of insights from parents with highlights of what they were telling us and recommendations, download our free highlights report on Parents and Advertising.

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Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.

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