79% would consider uninstalling an ad blocker if they had more choice over ads
London: Teads, the inventors of native video advertising and a global monetisation platform for publishers, today releases a comprehensive global study revealing that it’s not advertising in general but intrusive ads in particular that are driving ad blocker adoption in the UK. The study, conducted by Research Now, examines why people use ad blockers online.
Almost three quarters of Brits (72%) say that intrusive ads were the largest motivator for installing ad blockers, followed by ads that affect site performance (62%). When it comes to video, over half (52%) said that pre-roll was the most intrusive format.
To download a copy of Teads’ Global Ad Blocker study, visit: info.teads.tv/ad-blockers-en
Additional notable findings in the UK include:
Intrusive formats: Pop-up ads are the largest driver of ad blocker adoption with 84% of those using ad blockers doing so to remove these ads from their online experience.
Mobile is most affected: The majority of consumers find ads more intrusive on mobile devices –71% of those with ad blockers installed on mobile devices.
Driving users away: In fact, even those without ad blockers installed say intrusive ads make them less likely to return to a site (49%).
The power of choice: 79% would reconsider installing ad blockers if the ad experience provided them with the choice to skip or close the ad. The ability to skip from the beginning of an ad would also cause 57% of those thinking about installing an ad blocker to reconsider.
Be unintrusive and relevant: Users would consider seeing at least some ads if they were non intrusive (41%) or about products and services that they like (38%).
“People around the world have expressed an aversion to intrusive ad formats but providing people choice is a global solution,” said Rebecca Mahony, CMO, Teads. “The rise of ad blockers signals a wake-up call for the advertising industry and we must pay attention to the demands of consumers for advertising that respects their online experience. Teads is proud to offer a solution that gives users the choice to opt-out and we look forward to continuing our mission to inject sustainable advertising into the ecosystem in 2016.”
Teads surveyed over 9,000 respondents globally for the study, representing three groups – active ad blockers on desktop/laptop, active ad blockers on mobile (smartphones/tablets), and respondents who are aware of blockers but have not yet installed. The Teads’ ad blocker study was conducted in major media markets across the world including the United States, Latin America (Mexico, Brazil, Argentina) and the European Top 5 including the United Kingdom, Germany, Spain, France and Italy.
Several interesting findings across the global markets include:
Respondents in the United States were the most likely to have aversion to intrusive formats with 74% of respondents who agree intrusive advertising is the #1 motivator to block ads versus Italy with only 60% of respondents who agree.
The largest number of respondents who list ads that provide a choice to view as motivation not to block ads were found in Mexico and Spain, with 89% of respondents agreeing this is the biggest motivator.
Argentinians were the most turned off by pre-roll ads, with 57% of respondents ranking pre-roll as highly intrusive. Interestingly, respondents from Argentina showed to prefer in-article native video ads, with only 13% of respondents finding these units highly intrusive.
In Germany, the home of Adblock Plus, respondents’ motivation to block ads due to intrusive formats is very high at 72% and respondents who reported a consideration to avoid using ad blockers due to formats that offer choice is also very high at 83%.
Teads’ flagship inRead format places video advertising within editorial content while the video is visible and gives the power of choice to the user by allowing them to skip the video if they don’t want to watch it. The company’s global premium publisher platform includes Forbes, Slate, Bonnier Corp, The Guardian, The Telegraph, and Nikkei, amongst many others. The world’s leading brands rely on Teads’ native video advertising solutions to reach their target audiences.