The poll, carried out by media agency OMD Digital, found that overlays scored as highly as pop-ups in unpopularity. The research polled more than 2,500 people.
The agency has warned that this could lead to either frequency capping or even an outright ban by mainstream websites, and called for the format to be used responsibly.
Jo Rigby, OMD Group's research director, said: "The message to marketers is clear. It is just as important to plan the vehicle, as well as the creative, and to use ad formats that are most suited to key channels such as entertainment and travel."
The research identified four key mindsets when people were online: researching; entertaining; information; and interaction, which includes downloading and purchasing.
The three formats that have the most impact are MPU (messaging plus unit), Skyscrapers and the expandable banner, according to the research.
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