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ad blockers

Ad Blocking & Google Chrome

Google’s Chrome will now block all ads on sites that don’t adhere to the ad quality standards set by the Coalition for Better Ads, an industry group that counts Google, Facebook, P&G, the Interactive Advertising Bureau, and the Association of National Advertisers among its members.

Google surveyed more than 25,000 consumers in Europe and North America on dozens of ad formats and ranked them by how “annoying” they found each one. They tested 55 desktop ad formats and 49 mobile formats and presented the findings to the group. Ultimately, the coalition defined 12 ad experiences that will trip the blocker across desktop and mobile, including pop-up ads, autoplay video with sound, prestitial ads with and without countdown clocks, large sticky ads, full-screen scroll-overs and flashing animated ads. Also, full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.

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Why Consumers Use Ad Blockers and What Motivates Them Not To – via MediaPost (source: OMG)

Omnicom Media Group (OMG) report finds that publishers and advertisers can take steps to curtail the growing usage of ad blockers.

The survey found that many ad-blocking users don’t dislike all advertising. But the report showed that consumers are motivated to avoid ads that interrupt their browsing experience. Nearly half (45%) install ad blockers to avoid dealing with pop-up ads, 40% do not want to be “bombarded” with ads, and 30% want to block pre-roll ads that prevent access to content.

Consumers would disable their ad blockers if the website promised non-intrusive ads (35%), if ad blockers prevented access to content (19%) and in order to access content on sites with ads (13%).

“Ad blocking as a phenomenon is likely here to stay in some fashion, but there are ways to reduce consumers’ motivations for using ad blockers, and therefore minimize its impact,” says Pamela Marsh, director, primary research and insights, OMG.

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The Rise of Ad Blocking Is Changing Digital Marketing – via Adweek

A compelling ad experience could stop users adopting ad blockers; however, users have many more reasons for screening out ads. Mostly users find ads intrusive, and since the launch of ad blocking software on mobile devices, they are able to spend more of their online time in an ad-free environment.

As more users are adopting adblockers every year, the industry has been slow to react. Subscription services like YouTube Red, and premium/freemium models like Spotify, highlight the drive to respond to user demands for an ad-free experience. The issue with these services is that paying for them has to deliver a better UX than ad blockers, which are most often free. This is perhaps the most significant challenge marketers have to face this year: convincing users to pay to avoid ads.

Access full article from Adweek