Over the past few years, marketers have been moving away from large, distracting online ads, favoring native advertisements that blend in with the web pages that they are browsing. A new study suggests, however, that consumers may actually prefer to be bombarded with full-screen takeovers. 

Digital advertising firm Undertone surveyed more than 3,000 internet users on their opinions about web content. The results of the poll indicated that consumers were more likely to remember a brand that had bigger and more interruptive ads, rather than a competitor that opted for more subtle content. Surprisingly, these full-screen takeovers also received likability scores that were significantly higher than standard online displays. 

"While it may seem somewhat counterintuitive that full-screen takeovers got the highest likability score, we weren't surprised," said Undertone co-founder Eric Franchi in an interview with Adweek. "Great advertising means great creative, and takeovers help that creative break through very effectively."

Respondents were also more likely to find these kinds of ads unique and more creative than static alternatives. In addition, viewers said that large advertisements made them want to learn more about a brand. 

It is important to note that this study compared high-impact display ads to standard banner advertising. Native content was not a part of the research. Undertone plans to discuss its findings in more detail at the Advertising Research Foundation's Re: Think conference in March. 

Online marketing trends seem to change as quickly as they are developed. Small businesses interested in staying competitive and increasing their internet presence should consider working with a display advertising company like KeyMedia Solutions.