Nielson Norman Group conducted a survey with 452 adult respondents from the United States who were not employed in an IT- or marketing-related industry. In this survey, participants were shown 23 wireframes corresponding to different types of advertisements and rated how much they disliked them on a scale of 1 to 7. Wireframes were presented for both desktop and mobile variants of the same ad, when possible. If there were no common or practical implementations of an advertisement type on mobile, only the desktop variant was shown. We used wireframes instead of screenshots as our stimuli to avoid influencing users with the ad’s visual design, message, or brand. The wireframes focused people’s attention on the ad format. Get the full story at Nielson Norman Group