By Daniel Hunter

Online advertising is trusted by virtually nobody according to research published by Adblock Plus, posing critical questions for those relying on online advertisements for their profitability.

Just 2.8 per cent of people responding to the research trusted adverts received on their smartphones and only 5 per cent said that they trusted online banner adverts.

This contrasts with a third of people saying that they trusted television advertising.

Till Faida, co-founder of Adblock Plus, a browser add-on to block annoying and intrusive online adverts said: “The credibility gap that online advertisers have created for themselves is a serious issue and one that will challenge the sustainability of many websites unless it is addressed. Online site owners need to develop new strategies to secure their financial future.

“Firstly, we advise that the utmost care is taken with who they allow to use their websites for advertising. Substandard adverts will reflect badly on the site and damage the credibility and trustworthiness of any wider content.

“Secondly, they should re-asses the intrusiveness of their adverts. We advise signing up to the Adblock Plus guidelines for responsible advertising or something similar. In our case, if you meet our guideline criteria your site will be whitelisted and your adverts visible to those using out software download.”

Nearly 50 per cent of people in the UK either already use adblocking software or would like to find out how. With such low levels of trust, this is an issue that cannot be ignored by anyone who wishes to profit from their creative content online.

Till concluded: “The problem is that in the race for advertising clicks, many online sites are killing the long-term sustainability of their advertising revenue stream. The only way forward is a balanced and responsible approach to advertising that allows people to profit from their creative content without irritating users to the point where they take measures to eliminate seeing any adverts.”

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