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Ad blocking/avoidance

  • Article

MSI: Do Ad-Blockers Help — or Hurt — Consumers?

The emerging digital advertising ecosystem is rich with opportunities, but not without its challenges. One significant yet unforeseen one has been ad blockers. These hurt publishers and advertisers. Yet, consumers believe they benefit from them, since it gives them more control over their online experience. Is this true? New research finds that ad blockers may also make it harder for new brands to break through and compete, which leads to greater market concentration.  Read the article.

Do Ad-Blockers Help — or Hurt — Consumers?

  • MSI

The emerging digital advertising ecosystem is rich with opportunities, but not without its challenges. One significant yet unforeseen one has been ad-blockers. These hurt publishers and advertisers. Yet, consumers believe they benefit from them, since it gives them more control over their online experience. Is this true? New research finds that ad-blockers may also make it harder for new brands to break through and complete, which leads to greater market concentration.

  • Article

NYCU: A Decline in Ad Blocking

A new survey indicates declines in the use of ad blockers across seven nations in recent years, with a notable drop in the US since 2018. Opinions about the relevance of digital ads are not very positive. Online ads are still not particularly loved (the majority of the online population continues to have a negative attitude towards ads on websites and in online video clips). This is especially true with online video ads, where more than two-thirds of respondents say they are annoyed by such ads. However, when compared with numbers from 2018, we see that fewer people today are annoyed with these ads when they are exposed to them. This accounts for both ads on websites and online video ads. Another aspect is the context and environment in which the ads are shown. When looking at this, we see that brand perception is increasingly affected by where brands are advertising. In most countries, around one-third of the online population express that ads shown next to relevant content have a positive effect on their brand perception. At the same time, the majority of the online population in most countries expresses that ads shown in non-safe environments cause a negative perception. Compared to numbers from 2018, more people are both positively affected if ads are shown next to relevant content and negatively affected if ads are shown in non-safe environments. The study is based on more than 14,000 individual survey respondents across seven countries: the US, the UK, Germany, Denmark, Sweden, Norway and Finland. Source: Werlin, R. (2020, August 19). New study: Has ad blocking peaked? AudienceProject.  

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  • Article

NYCU: Consumers Want More Control of Their Personal Data

A KPMG survey reveals that US consumers are becoming increasingly concerned with, and distrustful of, how companies use, manage and protect their personal data. They want both corporations and the government to play an active role in protecting consumer data. While most survey respondents indicated that consumers themselves have a responsibility to protect consumer data, even more want the government and companies to play a role.

  • 97% - indicated that data privacy is important to them
  • 87% - characterize it as a human right
  • 68% - do not trust companies to ethically sell personal data
  • 54% - don’t trust companies to use personal data in an ethical way.
Most Americans still engage in online behaviors they consider risky. The survey found that:
  • 75% - consider it risky to use the same password for multiple accounts, use public Wi-Fi or save a card to a website or online store
  • 65% - avoid opening email attachments from unknown senders, yet more than 40% engage in the behavior
  • 31% - install mobile device security software
  • 20% - use their own virtual private network (VPN) when possible.
“Part of the challenge for corporations will be getting employees and customers to do their part in protecting their own data,” said Steve Stein, principal, KPMG Cyber Security Services. According to a survey of 600 global technology executives, conducted in late March/early April, improving cybersecurity and data privacy are among their top four objectives in which their organizations are investing, including emerging technologies such as process automation, smart analytics, cloud computing, artificial intelligence and blockchain. Source: Brancati, M. (2020, July 29). KPMG Survey: American Consumers Want More Control, Visibility into How Companies Use Their Personal Data. KPMG.  

A New Benchmark Brings Good News for Radio Advertising (Summary)

  • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer
  • JOURNAL OF ADVERTISING RESEARCH

Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks. But the authors of a forthcoming study in JAR, available now online, claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.

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What Makes People Avoid Ads on Social Media?

  • C. L. Miltgen (Audencia Business School, France), A.-S. Cases (Univ. of Montpellier), and C. A. Russell (Pepperdine Univ.)
  • JOURNAL OF ADVERTISING RESEARCH

An empirical study of Facebook data has broad implications for advertisers on social media platforms. This research found a link between consumers’ response to ads and their perceptions about intrusiveness and privacy concerns—as well as whether they were using a computer or mobile device.

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