More recently, eMarketer commissioned customer experience analytics firm Bizrate Insights to survey its panel of US digital buyers about their ad avoidance habits and the types of ads they found useful or annoying.
The survey found that about two-thirds of US digital buyers thought autoplay video ads with sound were annoying, making them the most annoying type of online ad. Autoplay videos without sound, which irked 55.0% of respondents, was No. 2.
Perhaps surprisingly, the third-leading response was audio ads on music streaming services or podcasts. Almost half of respondents said they found them annoying.