{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

I have just been checking my Yahoo Mail, which kindly displays a skyscraper ad on the right side of the screen.

To my amazement, a banner has just appeared for American Express with a 'loading' message.

I was so surprised that I hit the refresh button on my browser and the banner reappeared, again with the 'loading' message.

After a few seconds, once the banner had loaded, it was just a simple animated ad for Travel Insurance.

No fancy video or interactive game that would at least justify the waiting time.

If I was using a slow dial-up connection I would understand. But I am using a high speed broadband connection which loads most sites in an instant.

I guess I am just surprised that the creative agency believe that consumers will happily wait for the ad to load.

Display ads need to work hard to attract user attention away from the main content of the page.

This is simply an example of poor design with little thought for usability.

Rant over.

Matthew Finch - view blog

Matthew Finch

Published 25 March, 2008 by Matthew Finch

25 more posts from this author

Comments (1)


Laily Moo, None

This is actually a new and common trick at the moment. Falsified loadings which catch the eye and create anticipation. Remember the first rule of advertising is create abruption, unfortunately most people forget it needs to be relevant abruption, and choose to forget that brands should be synonomous with honesty and making someone take notice, then dissapointing them or even irritating them is not the way to win customers. Sadly, it is often the agency at fault here, as much as the clients.

about 9 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.