EMARKETER with more good research, as usual.

> the most intrusive ads and the least likely to be noticed ads were the ones where the display covers the entire screen. > > The best kind, the most likely to be noticed and the least intrusive ads were pre-roll video and targeted ads using your search history were a close second. > > the level of interruption of the ad rather than its invasiveness informed how ads were ranked, mid-roll ads, display ads and that fully covered the screen and ads that follow users around the screen were ranked as much more intrusive than any targeting method.