Summary
Digital ad blocking is a worldwide challenge to publishers. In this study from Kantar Media, they surveyed more than 5,000 adults 18 or older in 5 countries:
- US
- UK
- France
- Brazil
- China
Across all 5 countries, more than 50% of consumers surveyed use ad blocking software some or all of the time. Why? One frustration is excessive retargeting. While more than 2/3rd of consumers say they like or just tolerate digital ads, 71% say that they see the same ad over and over again, and 55% say they see ads for something they’ve just bought.
So, who’s more likely to block digital ads? Not surprisingly, men age 18-34 have the highest preponderance to use an ad blocking software. But demographics aren’t the only trigger. On-line behaviors are also useful indicators. People who use ad blocking software are:
- 173% more likely to download content from the internet, whether it be music, films, TV shows or games
- 145% more likely to use the internet for entertainment and leisure, streaming music, podcasts or video content across devices
- 134% more likely to be particularly social online, using the internet for email, instant messaging and social/professional networking
What can brands and publishers do? Choose ads wisely and provide the right incentives. 55% of respondents say that ads specifically shown or tailored to me are more interesting than other ads while 51% say that they don’t mind seeing advertising targeted to me if it helps pay for quality content on site.
