Ads that interrupt a person's browsing aren't just annoying -- it turns out they're basically worthless, too.
That's according to a recent Google study , which found that most people completely ignore so-called interstitial advertisements. A huge portion of people -- 69 percent in Google 's study -- chose to leave the website altogether when an ad interrupted them.
"Based on these results, we decided to permanently retire the interstitial," Google software engineer David Morell wrote in a blog post Thursday.
Google looked at a very specific, but common, type of advertisement in their study. These interstitial ads interrupted people who visited the Google+ social network on their smartphones and asked them to download the Google+ app. (You can see an example in the image above.) Many companies use this tactic to try to get people to download the brand's app when they visit a company's site on a phone or tablet.
In Google's study, 9 percent of people who experienced the interstitial ad actually clicked to "Get the app." While that's not a terrible number, it's outweighed by the far greater portion of people who said "forget this" and bounced from the page altogether.
It's possible that Google+ is a unique case, but perhaps the study implies what most of us know in our gut to be true: Online advertisements that get in your face and interrupt whatever you're doing are truly the worst, in every way possible.
Support Free Journalism
Already contributed? Log in to hide these messages.